Small-town market profile · Wisconsin
Whitewater-Elkhorn, WI area market data
How the Whitewater-Elkhorn area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 106,127
- +0.8% since 2020
- Households
- 43,087
- Median household income
- $80,520
- +26.3% vs. 2015–2019, before inflation
- Median home value
- $302,700
- Jobs located here
- 43,660
- Highest market score
- 88
- Car washes and detailing, #4 of 441 scored small-town markets
A site report maps the competitors on map listings around any address in the Whitewater-Elkhorn area by name and distance, and the households and spending within reach. Or open the report at the center of the Whitewater-Elkhorn area. 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
The Whitewater-Elkhorn area has an estimated 106,127 people and 43,087 households. Population estimates put the population change in the Whitewater-Elkhorn area from 2020 to 2025 at +0.8%, slower than the U.S. (+3.1%). Median household income in the Whitewater-Elkhorn area is $80,520, in line with the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 26.3%, before inflation.
Relative to the U.S., household spending in the Whitewater-Elkhorn area runs highest on vehicle maintenance and repairs (an index of 124, where 100 is the U.S. average) and lowest on child care and other personal services (78).
Of the business types scored in the Whitewater-Elkhorn area, car washes and detailers (88), collision repair and body shops (87) and tire shops (86) have the highest Groundwork market scores. For car washes and detailers, that ranks #4 of 441 scored small-town markets.
The Whitewater-Elkhorn area is made up of one county, Walworth County. Against the U.S., map listings per household run highest for landscaping and lawn care companies (2.9 times the U.S. rate) and lowest for primary care and pediatric clinics (56% below the U.S. rate).
All 56 business types in the Whitewater-Elkhorn area
Highest Groundwork market score first. Each score compares the Whitewater-Elkhorn area with other small-town markets 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 small-town markets | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Car washes and detailing | 88 | #4 of 441 | 11 | 2.6 | $4.7M | 185 | 3 |
| Collision repair and body shops | 87 | #5 of 387 | 9 | 2.1 | $5.7M | 184 | 6 |
| Tire shops | 86 | #6 of 431 | 13 | 3.0 | $3.9M | 157 | 3 |
| Barbershops | 85 | #15 of 377 | 7 | 1.6 | $6.4M | 340 | Under 3 |
| Optometrists and eye care | 82 | #12 of 400 | 12 | 2.8 | $5.3M | 170 | 7 |
| Auto repair and car care | 82 | #16 of 538 | 135 | 31.3 | $379K | 141 | 54 |
| Dentists and orthodontists | 80 | #20 of 526 | 32 | 7.4 | $2M | 203 | 23 |
| Convenience stores | 80 | #24 of 529 | 37 | 8.6 | $7.3M | 92 | 4 |
| Auto repair shops | 77 | #29 of 538 | 79 | 18.3 | $648K | 146 | 46 |
| Child care and preschools | 75 | #43 of 454 | 13 | 3.0 | $1.5M | 150 | 19 |
| Grocery and convenience stores | 74 | #47 of 538 | 89 | 20.7 | $3M | 89 | 19 |
| Grocery stores | 74 | #52 of 506 | 24 | 5.6 | $11.2M | 121 | 15 |
| Primary care and pediatrics | 74 | #52 of 458 | 14 | 3.2 | $4.6M | 256 | 55 |
| Nail salons | 72 | #41 of 387 | 13 | 3.0 | $3.5M | 207 | 8 |
| Electricians | 68 | #35 of 295 | 11 | 2.6 | $11.2M | 93 | 28 |
| Physical therapy | 68 | #70 of 400 | 27 | 6.3 | $2.4M | 98 | 9 |
| Funeral homes | 68 | #75 of 365 | 13 | 3.0 | $500K | 74 | 7 |
| Gyms | 67 | #72 of 506 | 36 | 8.4 | $1.2M | 91 | 9 |
| Fast food and sandwich shops | 67 | #113 of 537 | 59 | 13.7 | $3M | 98 | 78 |
| Pizza | 63 | #131 of 520 | 41 | 9.5 | $4.3M | 85 | 78 |
| Clothing and shoe stores | 63 | #158 of 536 | 59 | 13.7 | $1.5M | 119 | 27 |
| Pet grooming and boarding | 62 | #101 of 387 | 19 | 4.4 | $2M | 80 | 10 |
| Gas stations | 62 | #144 of 536 | 59 | 13.7 | $2.2M | 91 | 56 |
| Yoga, Pilates and fitness studios | 60 | #36 of 112 | 17 | 3.9 | $2.5M | 62 | 9 |
| Doctors, dentists and clinics | 60 | #173 of 538 | 341 | 79.1 | $187K | 123 | 116 |
| Roofing and gutters | 58 | #96 of 288 | 16 | 3.7 | $7.7M | 91 | 9 |
| Hair salons | 58 | #171 of 538 | 91 | 21.1 | $494K | 115 | 35 |
| Spas and skin care | 57 | #180 of 504 | 51 | 11.8 | $881K | 101 | 6 |
| Salons, barbers and spas | 56 | #198 of 538 | 166 | 38.5 | $271K | 127 | 51 |
| Pet stores | 55 | #89 of 220 | 16 | 3.7 | $2.4M | 53 | 4 |
| Martial arts and dance studios | 55 | #149 of 378 | 21 | 4.9 | $2M | 101 | 17 |
| HVAC and plumbing | 55 | #178 of 476 | 27 | 6.3 | $4.6M | 96 | 49 |
| Home repair trades | 54 | #216 of 526 | 54 | 12.5 | $2.3M | 94 | 86 |
| Clothing, shoes and laundry | 54 | #239 of 536 | 98 | 22.7 | $912K | 104 | 37 |
| Property management | 53 | #80 of 180 | 10 | 2.3 | Index only | 113 | 20 |
| Chiropractors | 52 | #198 of 426 | 29 | 6.7 | $2.2M | 92 | 22 |
| Veterinarians | 52 | #200 of 398 | 25 | 5.8 | $1.5M | 57 | 12 |
| Laundromats | 49 | #75 of 150 | 14 | 3.2 | $6.4M | 51 | 6 |
| Bakeries and dessert shops | 48 | #279 of 507 | 45 | 10.4 | $3.9M | 95 | 34 |
| Coffee shops and cafes | 48 | #289 of 529 | 55 | 12.8 | $3.2M | 87 | 30 |
| Gyms, studios and classes | 47 | #316 of 535 | 74 | 17.2 | $576K | 87 | 26 |
| House cleaning | 44 | #82 of 142 | 11 | 2.6 | $5.1M | 79 | 35 |
| Mortgage brokers and lenders | 44 | #112 of 177 | 16 | 3.7 | Index only | 101 | Under 3 |
| Sit-down restaurants | 44 | #331 of 538 | 288 | 66.8 | $615K | 93 | 122 |
| Pet businesses | 44 | #347 of 527 | 72 | 16.7 | $537K | 61 | 26 |
| Restaurants and cafes | 43 | #349 of 538 | 558 | 129.5 | $318K | 86 | 232 |
| Insurance agencies | 37 | #381 of 537 | 66 | 15.3 | $1.2M | 93 | 48 |
| Real estate | 36 | #450 of 536 | 153 | 35.5 | Index only | 95 | 63 |
| Real estate agents and brokers | 36 | #450 of 533 | 124 | 28.8 | Index only | 93 | 36 |
| Lawn, cleaning and pest control | 26 | #450 of 481 | 72 | 16.7 | $773K | 46 | 143 |
| Landscaping and lawn care | 25 | #377 of 399 | 59 | 13.7 | $943K | 32 | 104 |
| Dry cleaners | Not scored | Not scored | 5 | 1.2 | $17.9M | 114 | 4 |
| Home inspectors | Not scored | Not scored | 3 | 0.7 | Index only | 80 | 4 |
| Oil change and quick lube | Not scored | Not scored | 2 | 0.5 | $25.6M | Too few | Under 3 |
| Pest control | Not scored | Not scored | 2 | 0.5 | $27.8M | Too few | 4 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Whitewater-Elkhorn area
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 | $51.2M | $1,187 | 124 |
| Gasoline and other fuels | $127.7M | $2,964 | 114 |
| Food away from home | $177.2M | $4,113 | 101 |
| Groceries | $268.8M | $6,238 | 99 |
| Personal care products and services | $44.9M | $1,043 | 104 |
| Child care and other personal services | $19.6M | $454 | 78 |
| Memberships, classes and admissions | $42.6M | $989 | 101 |
| Medical and dental services | $63.8M | $1,482 | 115 |
| Pets | $38.7M | $897 | 99 |
| Clothing, shoes and related services | $89.4M | $2,074 | 101 |
| Vehicle insurance | $77.1M | $1,790 | 91 |
| Home repairs, maintenance and insurance | $123.3M | $2,863 | 95 |
| Lawn care, cleaning and other household services | $55.7M | $1,292 | 91 |
| Rent and homeowner costs | $630.2M | $14,627 | 88 |
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 the Whitewater-Elkhorn area
- Population, 2025 estimate
- 106,127+0.8% since 2020
- Households
- 43,087
- Median age
- 42.4
- Homes lived in by their owners
- 71%
- Vehicles per household
- 2.0
- Land area
- 555 sq. mi.
- People per square mile
- 190
- Median household income
- $80,520+26.3% vs. 2015–2019, before inflation
- Average household income
- $109,464
- Median home value
- $302,700
- Jobs located here
- 43,660
- Daytime population
- 95,627Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Whitewater-Elkhorn area?
These figures cover the whole small-town market. 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 the Whitewater-Elkhorn area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Counties in the Whitewater-Elkhorn area 1
- Walworth County, WI105,657 people
Other markets based in Wisconsin 12
- Milwaukee-Waukesha, WI metro area1,568,938 people
- Madison, WI metro area691,830 people
- Green Bay, WI metro area331,145 people
- Appleton, WI metro area245,768 people
- Racine-Mount Pleasant, WI metro area197,532 people
- Eau Claire, WI metro area173,915 people
- Oshkosh-Neenah, WI metro area171,769 people
- La Crosse-Onalaska, WI-MN metro area170,190 people
- Kenosha, WI metro area168,438 people
- Janesville-Beloit, WI metro area164,350 people
- Wausau, WI metro area138,403 people
- Sheboygan, WI metro area117,991 people
Questions
How fast is the Whitewater-Elkhorn, WI area growing?
Population estimates put the Whitewater-Elkhorn area at 106,127 people in 2025, up 0.8% since 2020, slower than the U.S. (+3.1%). It has 43,087 households. Median household income rose 26.3% from the 2015–2019 survey, before inflation.
How much do households in the Whitewater-Elkhorn, WI area spend?
Households in the Whitewater-Elkhorn area spend about $630.2M a year on rent and homeowner costs, $268.8M on groceries and $177.2M on food away from home. Set against the U.S., households in the Whitewater-Elkhorn area spend the most on vehicle maintenance and repairs (an index of 124, where 100 is the U.S. average) and the least on child care and other personal services (78).
Which business types have the highest market scores in the Whitewater-Elkhorn, WI area?
The highest Groundwork market scores in the Whitewater-Elkhorn area are for car washes and detailers (88), collision repair and body shops (87) and tire shops (86). The Whitewater-Elkhorn area ranks #4 of 441 scored small-town markets for car washes and detailers.
How does the Whitewater-Elkhorn, WI area compare with the U.S.?
The median household income in the Whitewater-Elkhorn area is $80,520 a year, in line with the U.S. median of $80,734. The population rose 0.8% from 2020 to 2025, against +3.1% for the U.S. The median home value is $302,700, against $332,700 for the U.S. For its number of households, the Whitewater-Elkhorn area has the most map listings, relative to the U.S., for landscaping and lawn care companies (2.9 times the U.S. rate) and the fewest for primary care and pediatric clinics (56% 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. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. 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. 51 of the 56 business types have a score in the Whitewater-Elkhorn area, each ranked against other small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Whitewater-Elkhorn area. 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 the Whitewater-Elkhorn area?
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 the Whitewater-Elkhorn area. 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.