County profile · Wisconsin
Winnebago County, WI market data
Population, household spending and competition for 56 business types in Winnebago County, each scored against other counties.
- Population, 2025
- 174,218
- +1.4% since 2020
- Households
- 72,667
- Median household income
- $74,925
- +28.0% vs. 2015–2019, before inflation
- Median home value
- $225,800
- Jobs located here
- 96,519
- Highest market score
- 74
- Grocery and convenience stores, #327 of 2,402 scored counties
A site report maps the competitors on map listings around any address in Winnebago County by name and distance, and the households and spending within reach. Or open the report at the center of Winnebago 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 174,218 people live in Winnebago County, in 72,667 households. Between 2020 and 2025, the population of Winnebago County grew 1.4%, slower than the U.S. (+3.1%). The median household income in Winnebago County is $74,925 a year, 7% below the U.S. median of $80,734. That rose 28.0% from the 2015–2019 survey, before inflation.
Set against the U.S., households in Winnebago County spend the most on vehicle maintenance and repairs (an index of 108, where 100 is the U.S. average) and the least on child care and other personal services (67).
The highest Groundwork market scores in Winnebago County are for grocery and convenience stores (74), veterinarians (73) and tire shops (73). Winnebago County ranks #327 of 2,402 scored counties for grocery and convenience stores.
Winnebago County is part of the Oshkosh-Neenah metro area. For its number of households, Winnebago County has the most map listings, relative to the U.S., for pet stores (60% above the U.S. rate) and the fewest for mortgage brokers and lenders (51% below the U.S. rate).
All 56 business types in Winnebago County
Highest Groundwork market score first. Each score compares Winnebago 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 |
|---|---|---|---|---|---|---|---|
| Grocery and convenience stores | 74 | #327 of 2,402 | 120 | 16.5 | $3.6M | 107 | 22 |
| Veterinarians | 73 | #209 of 1,485 | 16 | 2.2 | $3.8M | 138 | 13 |
| Tire shops | 73 | #211 of 1,530 | 23 | 3.2 | $3.3M | 131 | 7 |
| Grocery stores | 73 | #338 of 2,070 | 36 | 5.0 | $12.1M | 130 | 19 |
| Barbershops | 72 | #184 of 1,356 | 24 | 3.3 | $3M | 157 | 3 |
| Bakeries and dessert shops | 72 | #215 of 1,889 | 38 | 5.2 | $7.3M | 177 | 30 |
| Convenience stores | 71 | #410 of 2,261 | 60 | 8.3 | $7.3M | 92 | 3 |
| Coffee shops and cafes | 69 | #327 of 2,063 | 54 | 7.4 | $5.1M | 139 | 26 |
| Nail salons | 67 | #213 of 1,328 | 30 | 4.1 | $2.4M | 142 | 9 |
| Collision repair and body shops | 66 | #293 of 1,327 | 17 | 2.3 | $4.4M | 144 | 18 |
| Spas and skin care | 66 | #336 of 1,769 | 57 | 7.8 | $1.2M | 142 | 10 |
| Mortgage brokers and lenders | 64 | #185 of 887 | 15 | 2.1 | Index only | 172 | 4 |
| Martial arts and dance studios | 64 | #271 of 1,334 | 18 | 2.5 | $3.5M | 172 | 21 |
| Fast food and sandwich shops | 64 | #581 of 2,222 | 82 | 11.3 | $3.4M | 111 | 118 |
| Dentists and orthodontists | 63 | #473 of 1,886 | 70 | 9.6 | $1.4M | 147 | 50 |
| Pizza | 62 | #588 of 2,090 | 56 | 7.7 | $5M | 98 | 118 |
| Auto repair shops | 62 | #644 of 2,378 | 128 | 17.6 | $590K | 133 | 78 |
| Oil change and quick lube | 61 | #148 of 479 | 5 | 0.7 | $15.1M | 110 | 5 |
| Gyms | 61 | #480 of 1,792 | 40 | 5.5 | $1.6M | 120 | 24 |
| Auto repair and car care | 61 | #697 of 2,401 | 241 | 33.2 | $313K | 117 | 104 |
| Sit-down restaurants | 60 | #745 of 2,405 | 343 | 47.2 | $811K | 122 | 117 |
| Restaurants and cafes | 60 | #768 of 2,405 | 674 | 92.8 | $413K | 111 | 264 |
| Dry cleaners | 58 | #178 of 507 | 6 | 0.8 | $23.4M | 150 | Under 3 |
| House cleaning | 58 | #264 of 847 | 11 | 1.5 | $8M | 126 | 31 |
| Primary care and pediatrics | 58 | #557 of 1,656 | 39 | 5.4 | $2.6M | 146 | 138 |
| Gas stations | 58 | #827 of 2,358 | 77 | 10.6 | $2.5M | 104 | 62 |
| Gyms, studios and classes | 57 | #711 of 2,088 | 76 | 10.5 | $824K | 124 | 45 |
| Clothing and shoe stores | 55 | #864 of 2,087 | 99 | 13.6 | $1.4M | 112 | 37 |
| Pet businesses | 55 | #864 of 2,200 | 78 | 10.7 | $771K | 88 | 39 |
| Child care and preschools | 54 | #728 of 1,611 | 34 | 4.7 | $831K | 83 | 28 |
| Clothing, shoes and laundry | 54 | #965 of 2,210 | 140 | 19.3 | $1M | 114 | 41 |
| Funeral homes | 53 | #622 of 1,472 | 15 | 2.1 | $655K | 96 | 11 |
| Car washes and detailing | 53 | #651 of 1,451 | 31 | 4.3 | $2.4M | 97 | 13 |
| Urgent care and walk-in clinics | 51 | #157 of 325 | 6 | 0.8 | $16.9M | 69 | 4 |
| Real estate agents and brokers | 51 | #994 of 2,176 | 127 | 17.5 | Index only | 146 | 43 |
| Salons, barbers and spas | 50 | #1,184 of 2,385 | 303 | 41.7 | $235K | 110 | 60 |
| Property management | 49 | #455 of 910 | 15 | 2.1 | Index only | 121 | 28 |
| Physical therapy | 49 | #741 of 1,422 | 47 | 6.5 | $2.2M | 90 | 30 |
| Laundromats | 48 | #407 of 785 | 15 | 2.1 | $9.4M | 75 | 4 |
| Chiropractors | 46 | #867 of 1,490 | 51 | 7.0 | $2M | 83 | 30 |
| Real estate | 46 | #1,279 of 2,229 | 163 | 22.4 | Index only | 143 | 91 |
| Optometrists and eye care | 45 | #800 of 1,302 | 41 | 5.6 | $2.5M | 79 | 15 |
| HVAC and plumbing | 45 | #1,035 of 1,707 | 56 | 7.7 | $3.5M | 73 | 56 |
| Hair salons | 45 | #1,444 of 2,339 | 191 | 26.3 | $372K | 87 | 37 |
| Electricians | 44 | #732 of 1,160 | 22 | 3.0 | $8.9M | 74 | 45 |
| Pet grooming and boarding | 44 | #862 of 1,461 | 31 | 4.3 | $1.9M | 76 | 19 |
| Yoga, Pilates and fitness studios | 43 | #516 of 777 | 18 | 2.5 | $3.5M | 86 | 24 |
| Home repair trades | 38 | #1,584 of 2,057 | 116 | 16.0 | $1.7M | 69 | 119 |
| Home inspectors | 37 | #315 of 415 | 6 | 0.8 | Index only | 64 | 4 |
| Landscaping and lawn care | 37 | #1,096 of 1,493 | 48 | 6.6 | $1.8M | 63 | 61 |
| Doctors, dentists and clinics | 36 | #1,867 of 2,394 | 798 | 109.8 | $127K | 83 | 267 |
| Lawn, cleaning and pest control | 35 | #1,425 of 1,771 | 73 | 10.0 | $1.2M | 72 | 101 |
| Insurance agencies | 35 | #1,648 of 2,272 | 102 | 14.0 | $1.1M | 91 | 64 |
| Pest control | 33 | #579 of 699 | 14 | 1.9 | $6.3M | 62 | 9 |
| Pet stores | 33 | #744 of 974 | 23 | 3.2 | $2.6M | 58 | 7 |
| Roofing and gutters | 32 | #964 of 1,177 | 38 | 5.2 | $5.1M | 61 | 18 |
Household spending in Winnebago 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 | $75.5M | $1,039 | 108 |
| Gasoline and other fuels | $191.7M | $2,638 | 102 |
| Food away from home | $278.1M | $3,827 | 94 |
| Groceries | $436.2M | $6,003 | 95 |
| Personal care products and services | $71.1M | $979 | 97 |
| Child care and other personal services | $28.2M | $389 | 67 |
| Memberships, classes and admissions | $62.6M | $861 | 88 |
| Medical and dental services | $101.2M | $1,393 | 108 |
| Pets | $60.1M | $828 | 91 |
| Clothing, shoes and related services | $140.7M | $1,936 | 94 |
| Vehicle insurance | $116.5M | $1,604 | 82 |
| Home repairs, maintenance and insurance | $195M | $2,683 | 89 |
| Lawn care, cleaning and other household services | $88.3M | $1,216 | 86 |
| Rent and homeowner costs | $1B | $13,889 | 83 |
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 Winnebago County
- Population, 2025 estimate
- 174,218+1.4% since 2020
- Households
- 72,667
- Median age
- 40.1
- Homes lived in by their owners
- 66%
- Vehicles per household
- 1.8
- Land area
- 435 sq. mi.
- People per square mile
- 395
- Median household income
- $74,925+28.0% vs. 2015–2019, before inflation
- Average household income
- $94,286
- Median home value
- $225,800
- Jobs located here
- 96,519
- Daytime population
- 182,504Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Winnebago 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 Winnebago 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
- Calumet County, WI52,942 people
- Outagamie County, WI192,826 people
- Fond du Lac County, WI104,137 people
- Green Lake County, WI19,263 people
- Waupaca County, WI51,569 people
- Waushara County, WI24,868 people
- Brown County, WI270,892 people
- Manitowoc County, WI81,406 people
Questions
How fast is Winnebago County, WI growing?
Population estimates put Winnebago County at 174,218 people in 2025, up 1.4% since 2020, slower than the U.S. (+3.1%). It has 72,667 households. Against the 2015–2019 survey, median household income rose 28.0%, before inflation.
How much do households in Winnebago County, WI spend?
Households in Winnebago County spend about $1B a year on rent and homeowner costs, $436.2M on groceries and $278.1M on food away from home. Relative to the U.S., household spending in Winnebago County runs highest on vehicle maintenance and repairs (an index of 108, where 100 is the U.S. average) and lowest on child care and other personal services (67).
Which business types have the highest market scores in Winnebago County, WI?
Of the business types scored in Winnebago County, grocery and convenience stores (74), veterinarians (73) and tire shops (73) have the highest Groundwork market scores. For grocery and convenience stores, that ranks #327 of 2,402 scored counties.
How does Winnebago County, WI compare with the U.S.?
Median household income in Winnebago County is $74,925, 7% below the U.S. median of $80,734. The population rose 1.4% from 2020 to 2025, against +3.1% for the U.S. The median home value is $225,800, against $332,700 for the U.S. Against the U.S., map listings per household run highest for pet stores (60% above the U.S. rate) and lowest for mortgage brokers and lenders (51% 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 Winnebago 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 Winnebago 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 Winnebago 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 Winnebago 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.