Small-town market profile · Wisconsin
Wisconsin Rapids-Marshfield, WI area market data
How the Wisconsin Rapids-Marshfield area compares with other small-town markets for 56 business types: competitors, household spending, official counts and growth.
- Population, 2025
- 74,060
- −0.2% since 2020
- Households
- 32,253
- Median household income
- $67,989
- +23.8% vs. 2015–2019, before inflation
- Median home value
- $175,600
- Jobs located here
- 37,937
- Highest market score
- 75
- Veterinarians, #29 of 398 scored small-town markets
A site report maps the competitors on map listings around any address in the Wisconsin Rapids-Marshfield area by name and distance, and the households and spending within reach. Or open the report at the center of the Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield area has an estimated 74,060 people and 32,253 households. Between 2020 and 2025, the population of the Wisconsin Rapids-Marshfield area declined 0.2%, against +3.1% for the U.S. Median household income in the Wisconsin Rapids-Marshfield area is $67,989, 16% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 23.8%, before inflation.
Relative to the U.S., household spending in the Wisconsin Rapids-Marshfield area runs highest on vehicle maintenance and repairs (an index of 112, where 100 is the U.S. average) and lowest on child care and other personal services (60).
Of the business types scored in the Wisconsin Rapids-Marshfield area, veterinarians (75); clothing and shoe stores (75); and clothing, shoe and laundry businesses (75) have the highest Groundwork market scores. For veterinarians, that ranks #29 of 398 scored small-town markets.
The Wisconsin Rapids-Marshfield area is made up of one county, Wood County. Against the U.S., map listings per household run highest for electricians (88% above the U.S. rate) and lowest for clothing and shoe stores (48% below the U.S. rate).
All 56 business types in the Wisconsin Rapids-Marshfield area
Highest Groundwork market score first. Each score compares the Wisconsin Rapids-Marshfield 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 |
|---|---|---|---|---|---|---|---|
| Veterinarians | 75 | #29 of 398 | 7 | 2.2 | $3.6M | 131 | 5 |
| Clothing and shoe stores | 75 | #61 of 536 | 27 | 8.4 | $2.2M | 172 | 6 |
| Clothing, shoes and laundry | 75 | #66 of 536 | 40 | 12.4 | $1.5M | 168 | 6 |
| Pizza | 72 | #64 of 520 | 21 | 6.5 | $5.5M | 109 | 43 |
| Tire shops | 72 | #67 of 431 | 12 | 3.7 | $2.9M | 116 | 4 |
| Fast food and sandwich shops | 72 | #74 of 537 | 34 | 10.5 | $3.4M | 112 | 43 |
| Funeral homes | 71 | #55 of 365 | 8 | 2.5 | $671K | 99 | 7 |
| Dentists and orthodontists | 68 | #95 of 526 | 24 | 7.4 | $1.8M | 180 | 19 |
| Sit-down restaurants | 67 | #95 of 538 | 143 | 44.3 | $810K | 122 | 47 |
| Primary care and pediatrics | 66 | #106 of 458 | 8 | 2.5 | $5.3M | 299 | 46 |
| Physical therapy | 63 | #105 of 400 | 13 | 4.0 | $3.3M | 136 | 11 |
| Restaurants and cafes | 63 | #146 of 538 | 307 | 95.2 | $377K | 102 | 114 |
| Collision repair and body shops | 62 | #109 of 387 | 12 | 3.7 | $2.9M | 94 | 7 |
| Gyms | 62 | #121 of 506 | 17 | 5.3 | $1.5M | 112 | 8 |
| House cleaning | 61 | #41 of 142 | 5 | 1.6 | $7.4M | 116 | 10 |
| Property management | 60 | #49 of 180 | 6 | 1.9 | Index only | 129 | 6 |
| Doctors, dentists and clinics | 60 | #165 of 538 | 159 | 49.3 | $268K | 176 | 101 |
| Grocery and convenience stores | 60 | #179 of 538 | 75 | 23.3 | $2.5M | 74 | 12 |
| Pet grooming and boarding | 59 | #130 of 387 | 13 | 4.0 | $1.9M | 76 | 5 |
| Yoga, Pilates and fitness studios | 58 | #40 of 112 | 6 | 1.9 | $4.1M | 102 | 8 |
| Martial arts and dance studios | 58 | #133 of 378 | 9 | 2.8 | $2.7M | 136 | 8 |
| Gas stations | 58 | #183 of 536 | 38 | 11.8 | $2.3M | 98 | 37 |
| Grocery stores | 57 | #194 of 506 | 22 | 6.8 | $8.5M | 91 | 11 |
| Spas and skin care | 56 | #191 of 504 | 32 | 9.9 | $932K | 106 | 3 |
| Coffee shops and cafes | 56 | #203 of 529 | 21 | 6.5 | $5.5M | 149 | 22 |
| Child care and preschools | 55 | #187 of 454 | 13 | 4.0 | $869K | 87 | 13 |
| Gyms, studios and classes | 54 | #219 of 535 | 32 | 9.9 | $773K | 117 | 16 |
| Nail salons | 53 | #188 of 387 | 22 | 6.8 | $1.4M | 81 | 3 |
| Bakeries and dessert shops | 53 | #218 of 507 | 21 | 6.5 | $5.5M | 133 | 22 |
| Mortgage brokers and lenders | 52 | #87 of 177 | 9 | 2.8 | Index only | 122 | 3 |
| Car washes and detailing | 52 | #204 of 441 | 16 | 5.0 | $2.2M | 86 | Under 3 |
| Optometrists and eye care | 51 | #200 of 400 | 16 | 5.0 | $2.7M | 85 | 7 |
| Convenience stores | 49 | #293 of 529 | 36 | 11.2 | $5.2M | 66 | Under 3 |
| Auto repair and car care | 47 | #302 of 538 | 144 | 44.6 | $241K | 90 | 57 |
| Auto repair shops | 47 | #309 of 538 | 79 | 24.5 | $439K | 99 | 48 |
| Pet businesses | 45 | #332 of 527 | 41 | 12.7 | $610K | 69 | 16 |
| Insurance agencies | 41 | #341 of 537 | 38 | 11.8 | $1.4M | 113 | 33 |
| Salons, barbers and spas | 41 | #381 of 538 | 158 | 49.0 | $189K | 89 | 21 |
| Hair salons | 38 | #408 of 538 | 94 | 29.1 | $317K | 74 | 14 |
| Real estate agents and brokers | 38 | #415 of 533 | 59 | 18.3 | Index only | 133 | 20 |
| Pet stores | 37 | #168 of 220 | 9 | 2.8 | $2.8M | 61 | 6 |
| HVAC and plumbing | 37 | #372 of 476 | 27 | 8.4 | $3M | 64 | 26 |
| Electricians | 36 | #236 of 295 | 15 | 4.7 | $5.5M | 46 | 21 |
| Real estate | 36 | #441 of 536 | 78 | 24.2 | Index only | 127 | 33 |
| Chiropractors | 33 | #352 of 426 | 27 | 8.4 | $1.6M | 66 | 18 |
| Home repair trades | 29 | #481 of 526 | 59 | 18.3 | $1.4M | 57 | 56 |
| Roofing and gutters | 27 | #263 of 288 | 17 | 5.3 | $4.8M | 57 | 9 |
| Lawn, cleaning and pest control | 27 | #445 of 481 | 32 | 9.9 | $1.2M | 69 | 44 |
| Landscaping and lawn care | 25 | #374 of 399 | 24 | 7.4 | $1.6M | 53 | 31 |
| Barbershops | Not scored | Not scored | 4 | 1.2 | $7.5M | 395 | Under 3 |
| Home inspectors | Not scored | Not scored | 4 | 1.2 | Index only | 41 | Under 3 |
| Laundromats | Not scored | Not scored | 4 | 1.2 | $14.8M | 118 | Under 3 |
| Dry cleaners | Not scored | Not scored | 3 | 0.9 | $19.7M | 126 | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 3 | 0.9 | $11.6M | 84 | 3 |
| Pest control | Not scored | Not scored | 3 | 0.9 | $12.4M | 121 | 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 2 | 0.6 | $21.3M | Too few | Under 3 |
Household spending in the Wisconsin Rapids-Marshfield 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 | $34.7M | $1,076 | 112 |
| Gasoline and other fuels | $89M | $2,760 | 106 |
| Food away from home | $115.8M | $3,590 | 88 |
| Groceries | $186.9M | $5,796 | 92 |
| Personal care products and services | $29.8M | $925 | 92 |
| Child care and other personal services | $11.3M | $350 | 60 |
| Memberships, classes and admissions | $24.7M | $767 | 78 |
| Medical and dental services | $42.6M | $1,319 | 102 |
| Pets | $25M | $775 | 85 |
| Clothing, shoes and related services | $59.1M | $1,833 | 89 |
| Vehicle insurance | $54.1M | $1,677 | 86 |
| Home repairs, maintenance and insurance | $82M | $2,542 | 84 |
| Lawn care, cleaning and other household services | $37.2M | $1,155 | 82 |
| Rent and homeowner costs | $428.7M | $13,292 | 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 the Wisconsin Rapids-Marshfield area
- Population, 2025 estimate
- 74,060−0.2% since 2020
- Households
- 32,253
- Median age
- 43.8
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 793 sq. mi.
- People per square mile
- 93
- Median household income
- $67,989+23.8% vs. 2015–2019, before inflation
- Average household income
- $86,117
- Median home value
- $175,600
- Jobs located here
- 37,937
- Daytime population
- 75,209Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield area 1
- Wood County, WI74,004 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 Wisconsin Rapids-Marshfield, WI area growing?
Population estimates put the Wisconsin Rapids-Marshfield area at 74,060 people in 2025, down 0.2% since 2020, against +3.1% for the U.S. It has 32,253 households. Median household income rose 23.8% from the 2015–2019 survey, before inflation.
How much do households in the Wisconsin Rapids-Marshfield, WI area spend?
Households in the Wisconsin Rapids-Marshfield area spend about $428.7M a year on rent and homeowner costs, $186.9M on groceries and $115.8M on food away from home. Set against the U.S., households in the Wisconsin Rapids-Marshfield area spend the most on vehicle maintenance and repairs (an index of 112, 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 the Wisconsin Rapids-Marshfield, WI area?
The highest Groundwork market scores in the Wisconsin Rapids-Marshfield area are for veterinarians (75); clothing and shoe stores (75); and clothing, shoe and laundry businesses (75). The Wisconsin Rapids-Marshfield area ranks #29 of 398 scored small-town markets for veterinarians.
How does the Wisconsin Rapids-Marshfield, WI area compare with the U.S.?
The median household income in the Wisconsin Rapids-Marshfield area is $67,989 a year, 16% below the U.S. median of $80,734. The population fell 0.2% from 2020 to 2025, against +3.1% for the U.S. The median home value is $175,600, against $332,700 for the U.S. For its number of households, the Wisconsin Rapids-Marshfield area has the most map listings, relative to the U.S., for electricians (88% above the U.S. rate) and the fewest for clothing and shoe stores (48% 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. 49 of the 56 business types have a score in the Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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.