County profile · Wisconsin
Waukesha County, WI market data
Population, household spending and competition for 56 business types in Waukesha County, each scored against other counties.
- Population, 2025
- 417,210
- +2.4% since 2020
- Households
- 168,658
- Median household income
- $106,076
- +21.5% vs. 2015–2019, before inflation
- Median home value
- $398,200
- Jobs located here
- 265,439
- Highest market score
- 89
- Convenience stores, #41 of 2,261 scored counties
A site report maps the competitors on map listings around any address in Waukesha County by name and distance, and the households and spending within reach. Or open the report at the center of Waukesha 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
An estimated 417,210 people live in Waukesha County, in 168,658 households. Population estimates show Waukesha County grew 2.4% from 2020 to 2025, slower than the U.S. (+3.1%). The median household income in Waukesha County is $106,076 a year, 31% above the U.S. median of $80,734. That rose 21.5% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Waukesha County spend the most on medical and dental services (an index of 131, where 100 is the U.S. average) and the least on vehicle insurance (87).
The highest Groundwork market scores in Waukesha County are for convenience stores (89), grocery and convenience stores (87) and laundromats (83). Waukesha County ranks #41 of 2,261 scored counties for convenience stores.
Waukesha County is part of the Milwaukee-Waukesha metro area. For its number of households, Waukesha County has the most map listings, relative to the U.S., for oil change and quick-lube shops (2.4 times the U.S. rate) and the fewest for laundromats (44% below the U.S. rate).
All 56 business types in Waukesha County
Highest Groundwork market score first. Each score compares Waukesha 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 |
|---|---|---|---|---|---|---|---|
| Convenience stores | 89 | #41 of 2,261 | 79 | 4.7 | $14.5M | 184 | 6 |
| Grocery and convenience stores | 87 | #75 of 2,402 | 233 | 13.8 | $4.9M | 145 | 57 |
| Laundromats | 83 | #42 of 785 | 16 | 0.9 | $25.2M | 201 | 7 |
| Grocery stores | 82 | #154 of 2,070 | 83 | 4.9 | $13.8M | 148 | 51 |
| Tire shops | 80 | #96 of 1,530 | 44 | 2.6 | $4.5M | 179 | 23 |
| Pizza | 76 | #156 of 2,090 | 125 | 7.4 | $6.4M | 126 | 285 |
| Urgent care and walk-in clinics | 74 | #27 of 325 | 9 | 0.5 | $31.5M | 128 | 11 |
| Funeral homes | 73 | #186 of 1,472 | 32 | 1.9 | $850K | 125 | 20 |
| Fast food and sandwich shops | 73 | #286 of 2,222 | 220 | 13.0 | $3.6M | 120 | 285 |
| Gas stations | 73 | #319 of 2,358 | 138 | 8.2 | $3.5M | 145 | 119 |
| Sit-down restaurants | 72 | #316 of 2,405 | 775 | 46.0 | $1M | 156 | 297 |
| Restaurants and cafes | 72 | #338 of 2,405 | 1,549 | 91.8 | $518K | 140 | 680 |
| Coffee shops and cafes | 71 | #271 of 2,063 | 140 | 8.3 | $5.7M | 155 | 94 |
| Car washes and detailing | 70 | #236 of 1,451 | 66 | 3.9 | $3M | 119 | 28 |
| Veterinarians | 68 | #321 of 1,485 | 62 | 3.7 | $2.9M | 105 | 49 |
| Clothing and shoe stores | 68 | #438 of 2,087 | 199 | 11.8 | $2M | 159 | 105 |
| Barbershops | 67 | #284 of 1,356 | 60 | 3.6 | $3.3M | 177 | 16 |
| Auto repair shops | 67 | #455 of 2,378 | 326 | 19.3 | $606K | 136 | 208 |
| Bakeries and dessert shops | 66 | #368 of 1,889 | 143 | 8.5 | $5.6M | 135 | 112 |
| Child care and preschools | 65 | #397 of 1,611 | 92 | 5.5 | $1.1M | 107 | 96 |
| Clothing, shoes and laundry | 64 | #568 of 2,210 | 313 | 18.6 | $1.3M | 146 | 129 |
| Auto repair and car care | 63 | #621 of 2,401 | 616 | 36.5 | $321K | 119 | 289 |
| Dry cleaners | 62 | #138 of 507 | 22 | 1.3 | $18.3M | 117 | 17 |
| Collision repair and body shops | 61 | #413 of 1,327 | 55 | 3.3 | $3.6M | 117 | 57 |
| Primary care and pediatrics | 60 | #504 of 1,656 | 106 | 6.3 | $2.7M | 150 | 471 |
| Pet businesses | 57 | #775 of 2,200 | 231 | 13.7 | $769K | 88 | 122 |
| Property management | 55 | #359 of 910 | 35 | 2.1 | Index only | 141 | 103 |
| Optometrists and eye care | 53 | #617 of 1,302 | 103 | 6.1 | $2.8M | 88 | 37 |
| Pet grooming and boarding | 53 | #655 of 1,461 | 86 | 5.1 | $2.1M | 81 | 52 |
| Pest control | 52 | #326 of 699 | 31 | 1.8 | $8M | 78 | 22 |
| Gyms | 52 | #832 of 1,792 | 174 | 10.3 | $1.2M | 94 | 97 |
| Yoga, Pilates and fitness studios | 51 | #369 of 777 | 47 | 2.8 | $4.6M | 112 | 97 |
| HVAC and plumbing | 51 | #831 of 1,707 | 141 | 8.4 | $3.9M | 82 | 178 |
| Electricians | 50 | #581 of 1,160 | 59 | 3.5 | $9.3M | 78 | 156 |
| Martial arts and dance studios | 50 | #666 of 1,334 | 115 | 6.8 | $1.9M | 92 | 83 |
| Gyms, studios and classes | 49 | #1,106 of 2,088 | 336 | 19.9 | $637K | 96 | 180 |
| Nail salons | 48 | #757 of 1,328 | 123 | 7.3 | $1.6M | 98 | 63 |
| Physical therapy | 44 | #882 of 1,422 | 164 | 9.7 | $1.7M | 72 | 86 |
| House cleaning | 42 | #563 of 847 | 48 | 2.8 | $5.2M | 81 | 137 |
| Home repair trades | 42 | #1,415 of 2,057 | 312 | 18.5 | $1.8M | 73 | 385 |
| Hair salons | 42 | #1,566 of 2,339 | 552 | 32.7 | $364K | 84 | 143 |
| Pet stores | 41 | #639 of 974 | 60 | 3.6 | $3M | 65 | 21 |
| Dentists and orthodontists | 41 | #1,261 of 1,886 | 301 | 17.8 | $942K | 96 | 226 |
| Chiropractors | 40 | #1,026 of 1,490 | 182 | 10.8 | $1.6M | 65 | 104 |
| Spas and skin care | 40 | #1,258 of 1,769 | 285 | 16.9 | $704K | 80 | 57 |
| Salons, barbers and spas | 40 | #1,740 of 2,385 | 1,037 | 61.5 | $194K | 91 | 284 |
| Roofing and gutters | 39 | #846 of 1,177 | 112 | 6.6 | $4.9M | 58 | 51 |
| Real estate agents and brokers | 38 | #1,698 of 2,176 | 564 | 33.4 | Index only | 89 | 211 |
| Doctors, dentists and clinics | 38 | #1,780 of 2,394 | 2,124 | 125.9 | $134K | 88 | 935 |
| Landscaping and lawn care | 36 | #1,131 of 1,493 | 148 | 8.8 | $1.7M | 57 | 263 |
| Oil change and quick lube | 35 | #374 of 479 | 29 | 1.7 | $6.8M | 50 | 24 |
| Lawn, cleaning and pest control | 35 | #1,437 of 1,771 | 227 | 13.5 | $1.1M | 65 | 422 |
| Real estate | 35 | #1,884 of 2,229 | 760 | 45.1 | Index only | 83 | 411 |
| Home inspectors | 33 | #335 of 415 | 19 | 1.1 | Index only | 55 | 17 |
| Mortgage brokers and lenders | 30 | #788 of 887 | 142 | 8.4 | Index only | 50 | 40 |
| Insurance agencies | 19 | #2,103 of 2,272 | 363 | 21.5 | $790K | 63 | 306 |
Household spending in Waukesha 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 | $197.7M | $1,172 | 122 |
| Gasoline and other fuels | $477.6M | $2,832 | 109 |
| Food away from home | $802.4M | $4,758 | 117 |
| Groceries | $1.1B | $6,785 | 107 |
| Personal care products and services | $200.7M | $1,190 | 118 |
| Child care and other personal services | $98.3M | $583 | 100 |
| Memberships, classes and admissions | $213.9M | $1,269 | 129 |
| Medical and dental services | $283.6M | $1,681 | 131 |
| Pets | $177.7M | $1,054 | 116 |
| Clothing, shoes and related services | $402.6M | $2,387 | 116 |
| Vehicle insurance | $286.9M | $1,701 | 87 |
| Home repairs, maintenance and insurance | $550.1M | $3,261 | 108 |
| Lawn care, cleaning and other household services | $247.8M | $1,469 | 104 |
| Rent and homeowner costs | $2.7B | $16,270 | 98 |
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 Waukesha County
- Population, 2025 estimate
- 417,210+2.4% since 2020
- Households
- 168,658
- Median age
- 44.2
- Homes lived in by their owners
- 76%
- Vehicles per household
- 1.9
- Land area
- 550 sq. mi.
- People per square mile
- 749
- Median household income
- $106,076+21.5% vs. 2015–2019, before inflation
- Average household income
- $137,605
- Median home value
- $398,200
- Jobs located here
- 265,439
- Daytime population
- 468,429Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Waukesha 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 Waukesha 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
- Milwaukee County, WI926,331 people
- Washington County, WI137,879 people
- Ozaukee County, WI92,966 people
- Racine County, WI197,532 people
- Jefferson County, WI86,003 people
- Walworth County, WI105,657 people
- Kenosha County, WI168,438 people
- Dodge County, WI88,742 people
Questions
How fast is Waukesha County, WI growing?
Population estimates put Waukesha County at 417,210 people in 2025, up 2.4% since 2020, slower than the U.S. (+3.1%). It has 168,658 households. Against the 2015–2019 survey, median household income rose 21.5%, before inflation.
How much do households in Waukesha County, WI spend?
Households in Waukesha County spend about $2.7B a year on rent and homeowner costs, $1.1B on groceries and $802.4M on food away from home. Relative to the U.S., household spending in Waukesha County runs highest on medical and dental services (an index of 131, where 100 is the U.S. average) and lowest on vehicle insurance (87).
Which business types have the highest market scores in Waukesha County, WI?
Of the business types scored in Waukesha County, convenience stores (89), grocery and convenience stores (87) and laundromats (83) have the highest Groundwork market scores. For convenience stores, that ranks #41 of 2,261 scored counties.
How does Waukesha County, WI compare with the U.S.?
Median household income in Waukesha County is $106,076, 31% above the U.S. median of $80,734. The population rose 2.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $398,200, against $332,700 for the U.S. Against the U.S., map listings per household run highest for oil change and quick-lube shops (2.4 times the U.S. rate) and lowest for laundromats (44% 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. All 56 business types have a score in Waukesha 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 Waukesha 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.
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Screening a site or an acquisition in Waukesha 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 Waukesha 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.