County profile · Wisconsin
Vilas County, WI market data
How Vilas County compares with other counties for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 23,761
- +2.9% since 2020
- Households
- 11,147
- Median household income
- $68,431
- +45.4% vs. 2015–2019, before inflation
- Median home value
- $300,000
- Jobs located here
- 7,876
- Highest market score
- 83
- Dentists and orthodontists, #42 of 1,886 scored counties
A site report maps the competitors on map listings around any address in Vilas County by name and distance, and the households and spending within reach. Or open the report at the center of Vilas County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
Vilas County has an estimated 23,761 people and 11,147 households. Population estimates show Vilas County grew 2.9% from 2020 to 2025, in step with the U.S. (+3.1%). Median household income in Vilas County is $68,431, 15% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 45.4%, before inflation.
Relative to the U.S., household spending in Vilas County runs highest on vehicle maintenance and repairs (an index of 111, where 100 is the U.S. average) and lowest on child care and other personal services (60).
Of the business types scored in Vilas County, dentists and orthodontists (83), medical and dental practices (78) and primary care and pediatric clinics (73) have the highest Groundwork market scores. For dentists and orthodontists, that ranks #42 of 1,886 scored counties.
Against the U.S., map listings per household run highest for HVAC and plumbing companies (2.4 times the U.S. rate) and lowest for medical and dental practices (67% below the U.S. rate).
All 56 business types in Vilas County
Highest Groundwork market score first. Each score compares Vilas County with other counties for that business type, from 0 to 100. Spending per listing divides a whole spending line (all vehicle repairs, all eating out) by one type’s listings: the demand for each competitor, not a business’s revenue. Compare it across markets with its index, where 100 is the U.S. figure for the same type; the real estate types, whose line is all housing costs, show the index only. How the score works.
| Business type | Score | Rank among counties | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Dentists and orthodontists | 83 | #42 of 1,886 | 7 | 6.3 | $2.1M | 216 | 4 |
| Doctors, dentists and clinics | 78 | #119 of 2,394 | 31 | 27.8 | $479K | 314 | 19 |
| Primary care and pediatrics | 73 | #194 of 1,656 | 5 | 4.5 | $3M | 167 | 11 |
| Fast food and sandwich shops | 73 | #285 of 2,222 | 11 | 9.9 | $3.6M | 120 | 12 |
| Auto repair shops | 66 | #513 of 2,378 | 26 | 23.3 | $455K | 102 | 7 |
| Pizza | 65 | #486 of 2,090 | 9 | 8.1 | $4.5M | 88 | 12 |
| Auto repair and car care | 65 | #553 of 2,401 | 44 | 39.5 | $269K | 100 | 11 |
| Chiropractors | 61 | #430 of 1,490 | 5 | 4.5 | $3M | 124 | 4 |
| Clothing and shoe stores | 59 | #720 of 2,087 | 13 | 11.7 | $1.6M | 124 | Under 3 |
| Insurance agencies | 59 | #791 of 2,272 | 5 | 4.5 | $3.7M | 294 | 12 |
| Clothing, shoes and laundry | 58 | #785 of 2,210 | 18 | 16.1 | $1.1M | 129 | Under 3 |
| Convenience stores | 58 | #829 of 2,261 | 10 | 9.0 | $6.5M | 82 | 3 |
| Salons, barbers and spas | 56 | #858 of 2,385 | 43 | 38.6 | $241K | 113 | 7 |
| Gyms, studios and classes | 53 | #922 of 2,088 | 16 | 14.4 | $541K | 82 | 3 |
| Hair salons | 53 | #1,027 of 2,339 | 25 | 22.4 | $415K | 96 | 5 |
| Gyms | 52 | #848 of 1,792 | 8 | 7.2 | $1.1M | 83 | 3 |
| Pet businesses | 50 | #1,113 of 2,200 | 14 | 12.6 | $620K | 71 | 5 |
| Martial arts and dance studios | 47 | #757 of 1,334 | 5 | 4.5 | $1.7M | 86 | Under 3 |
| Grocery and convenience stores | 43 | #1,480 of 2,402 | 26 | 23.3 | $2.5M | 74 | 10 |
| Spas and skin care | 42 | #1,194 of 1,769 | 13 | 11.7 | $797K | 91 | Under 3 |
| Collision repair and body shops | 41 | #889 of 1,327 | 6 | 5.4 | $2M | 64 | Under 3 |
| Grocery stores | 35 | #1,513 of 2,070 | 11 | 9.9 | $5.9M | 63 | 7 |
| Gas stations | 29 | #1,991 of 2,358 | 21 | 18.8 | $1.4M | 61 | 23 |
| Roofing and gutters | 27 | #1,038 of 1,177 | 6 | 5.4 | $4.8M | 57 | Under 3 |
| Veterinarians | 26 | #1,297 of 1,485 | 7 | 6.3 | $1.2M | 46 | 5 |
| Bakeries and dessert shops | 26 | #1,724 of 1,889 | 15 | 13.5 | $2.7M | 65 | 14 |
| Coffee shops and cafes | 26 | #1,862 of 2,063 | 18 | 16.1 | $2.2M | 60 | 14 |
| Real estate agents and brokers | 25 | #2,118 of 2,176 | 38 | 34.1 | Index only | 72 | 17 |
| Real estate | 25 | #2,176 of 2,229 | 43 | 38.6 | Index only | 80 | 29 |
| Restaurants and cafes | 24 | #2,220 of 2,405 | 231 | 207.2 | $174K | 47 | 109 |
| Sit-down restaurants | 24 | #2,239 of 2,405 | 114 | 102.3 | $352K | 53 | 83 |
| Home repair trades | 23 | #1,967 of 2,057 | 29 | 26.0 | $994K | 41 | 29 |
| Electricians | 22 | #1,085 of 1,160 | 6 | 5.4 | $4.8M | 40 | 12 |
| HVAC and plumbing | 20 | #1,656 of 1,707 | 17 | 15.3 | $1.7M | 36 | 17 |
| Landscaping and lawn care | 17 | #1,466 of 1,493 | 12 | 10.8 | $1.1M | 37 | 32 |
| Lawn, cleaning and pest control | 17 | #1,756 of 1,771 | 18 | 16.1 | $721K | 43 | 44 |
| Pest control | 12 | #689 of 699 | 6 | 5.4 | $2.2M | 21 | 5 |
| Property management | Not scored | Not scored | 4 | 3.6 | Index only | 67 | 11 |
| Barbershops | Not scored | Not scored | 3 | 2.7 | $3.5M | 183 | Under 3 |
| Car washes and detailing | Not scored | Not scored | 3 | 2.7 | $3.9M | 157 | Under 3 |
| Child care and preschools | Not scored | Not scored | 3 | 2.7 | $1.3M | 129 | 4 |
| Laundromats | Not scored | Not scored | 3 | 2.7 | $6.8M | 55 | Under 3 |
| Pet grooming and boarding | Not scored | Not scored | 3 | 2.7 | $2.9M | 114 | Under 3 |
| Tire shops | Not scored | Not scored | 3 | 2.7 | $3.9M | 158 | 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 3 | 2.7 | $2.9M | 71 | 3 |
| Optometrists and eye care | Not scored | Not scored | 2 | 1.8 | $7.4M | Too few | Under 3 |
| Pet stores | Not scored | Not scored | 2 | 1.8 | $4.3M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.9 | Index only | Too few | Under 3 |
| Nail salons | Not scored | Not scored | 1 | 0.9 | $10.4M | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.9 | $11.8M | Too few | Under 3 |
| Physical therapy | Not scored | Not scored | 1 | 0.9 | $14.9M | Too few | Under 3 |
| Dry cleaners | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Funeral homes | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| House cleaning | Not scored | Not scored | 0 | 0.0 | None listed | None listed | 7 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in Vilas County
What households here spend in a year on each line, in total and per household, with the index against the U.S. average (100).
| Spending line | A year, all households | Per household | Index vs. U.S. (100) |
|---|---|---|---|
| Vehicle maintenance and repairs | $11.8M | $1,062 | 111 |
| Gasoline and other fuels | $30.3M | $2,719 | 105 |
| Food away from home | $40.1M | $3,599 | 88 |
| Groceries | $64.8M | $5,811 | 92 |
| Personal care products and services | $10.4M | $930 | 93 |
| Child care and other personal services | $3.9M | $348 | 60 |
| Memberships, classes and admissions | $8.7M | $776 | 79 |
| Medical and dental services | $14.9M | $1,333 | 103 |
| Pets | $8.7M | $778 | 86 |
| Clothing, shoes and related services | $20.5M | $1,840 | 90 |
| Vehicle insurance | $18.5M | $1,658 | 85 |
| Home repairs, maintenance and insurance | $28.8M | $2,585 | 86 |
| Lawn care, cleaning and other household services | $13M | $1,164 | 82 |
| Rent and homeowner costs | $149.2M | $13,386 | 80 |
Household spending is estimated from the incomes of the households in each neighborhood, using what households at each income spent nationally in 2024, adjusted for the region. It counts what residents spend, wherever they spend it.
Population and households in Vilas County
- Population, 2025 estimate
- 23,761+2.9% since 2020
- Households
- 11,147
- Median age
- 53.2
- Homes lived in by their owners
- 84%
- Vehicles per household
- 1.9
- Land area
- 858 sq. mi.
- People per square mile
- 28
- Median household income
- $68,431+45.4% vs. 2015–2019, before inflation
- Average household income
- $88,583
- Median home value
- $300,000
- Jobs located here
- 7,876
- Daytime population
- 22,608Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Vilas County?
These figures cover the whole county. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the competitors on map listings by name and distance, for any of the 56 business types.
Or open the report at the center of Vilas County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Nearest counties in Wisconsin 8
- Oneida County, WI38,167 people
- Iron County, WI6,210 people
- Forest County, WI9,369 people
- Price County, WI14,092 people
- Lincoln County, WI28,426 people
- Langlade County, WI19,490 people
- Florence County, WI4,646 people
- Ashland County, WI16,080 people
Questions
How fast is Vilas County, WI growing?
Population estimates put Vilas County at 23,761 people in 2025, up 2.9% since 2020, in step with the U.S. (+3.1%). It has 11,147 households. Median household income rose 45.4% from the 2015–2019 survey, before inflation.
How much do households in Vilas County, WI spend?
Households in Vilas County spend about $149.2M a year on rent and homeowner costs, $64.8M on groceries and $40.1M on food away from home. Set against the U.S., households in Vilas County spend the most on vehicle maintenance and repairs (an index of 111, where 100 is the U.S. average) and the least on child care and other personal services (60).
Which business types have the highest market scores in Vilas County, WI?
The highest Groundwork market scores in Vilas County are for dentists and orthodontists (83), medical and dental practices (78) and primary care and pediatric clinics (73). Vilas County ranks #42 of 1,886 scored counties for dentists and orthodontists.
How does Vilas County, WI compare with the U.S.?
The median household income in Vilas County is $68,431 a year, 15% below the U.S. median of $80,734. The population rose 2.9% from 2020 to 2025, against +3.1% for the U.S. The median home value is $300,000, against $332,700 for the U.S. For its number of households, Vilas County has the most map listings, relative to the U.S., for HVAC and plumbing companies (2.4 times the U.S. rate) and the fewest for medical and dental practices (67% below the U.S. rate).
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. 37 of the 56 business types have a score in Vilas County, each ranked against other counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Vilas County. It maps the competitors on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
All markets in Wisconsin · Every U.S. market · How we measure
Screening a site or an acquisition in Vilas County?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of Vilas County. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.