County profile · Wisconsin
Wood County, WI market data
How Wood County compares with other counties 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
- 68
- Clothing, shoes and laundry, #433 of 2,210 scored counties
A site report maps the competitors on map listings around any address in Wood County by name and distance, and the households and spending within reach. Or open the report at the center of Wood 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
Wood County has an estimated 74,060 people and 32,253 households. Population estimates show Wood County declined 0.2% from 2020 to 2025, against +3.1% for the U.S. Median household income in Wood County 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 Wood County 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 Wood County, clothing, shoe and laundry businesses (68); clothing and shoe stores (68); and veterinarians (67) have the highest Groundwork market scores. For clothing, shoe and laundry businesses, that ranks #433 of 2,210 scored counties.
Wood County is part of the Wisconsin Rapids-Marshfield area. 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 Wood County
Highest Groundwork market score first. Each score compares Wood 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 |
|---|---|---|---|---|---|---|---|
| Clothing, shoes and laundry | 68 | #433 of 2,210 | 40 | 12.4 | $1.5M | 168 | 6 |
| Clothing and shoe stores | 68 | #433 of 2,087 | 27 | 8.4 | $2.2M | 172 | 6 |
| Veterinarians | 67 | #330 of 1,485 | 7 | 2.2 | $3.6M | 131 | 5 |
| Tire shops | 66 | #372 of 1,530 | 12 | 3.7 | $2.9M | 116 | 4 |
| Dentists and orthodontists | 66 | #376 of 1,886 | 24 | 7.4 | $1.8M | 180 | 19 |
| Primary care and pediatrics | 64 | #384 of 1,656 | 8 | 2.5 | $5.3M | 299 | 46 |
| Pizza | 63 | #546 of 2,090 | 21 | 6.5 | $5.5M | 109 | 43 |
| Fast food and sandwich shops | 62 | #650 of 2,222 | 34 | 10.5 | $3.4M | 112 | 43 |
| Physical therapy | 61 | #413 of 1,422 | 13 | 4.0 | $3.3M | 136 | 11 |
| Gyms | 59 | #554 of 1,792 | 17 | 5.3 | $1.5M | 112 | 8 |
| Martial arts and dance studios | 57 | #458 of 1,334 | 9 | 2.8 | $2.7M | 136 | 8 |
| Funeral homes | 57 | #534 of 1,472 | 8 | 2.5 | $671K | 99 | 7 |
| Sit-down restaurants | 56 | #899 of 2,405 | 143 | 44.3 | $810K | 122 | 47 |
| House cleaning | 55 | #312 of 847 | 5 | 1.6 | $7.4M | 116 | 10 |
| Collision repair and body shops | 55 | #552 of 1,327 | 12 | 3.7 | $2.9M | 94 | 7 |
| Grocery and convenience stores | 54 | #1,044 of 2,402 | 75 | 23.3 | $2.5M | 74 | 12 |
| Property management | 53 | #385 of 910 | 6 | 1.9 | Index only | 129 | 6 |
| Spas and skin care | 53 | #782 of 1,769 | 32 | 9.9 | $932K | 106 | 3 |
| Doctors, dentists and clinics | 53 | #1,035 of 2,394 | 159 | 49.3 | $268K | 176 | 101 |
| Gyms, studios and classes | 52 | #935 of 2,088 | 32 | 9.9 | $773K | 117 | 16 |
| Coffee shops and cafes | 51 | #958 of 2,063 | 21 | 6.5 | $5.5M | 149 | 22 |
| Grocery stores | 51 | #983 of 2,070 | 22 | 6.8 | $8.5M | 91 | 11 |
| Bakeries and dessert shops | 50 | #916 of 1,889 | 21 | 6.5 | $5.5M | 133 | 22 |
| Gas stations | 50 | #1,153 of 2,358 | 38 | 11.8 | $2.3M | 98 | 37 |
| Restaurants and cafes | 50 | #1,186 of 2,405 | 307 | 95.2 | $377K | 102 | 114 |
| Pet grooming and boarding | 49 | #764 of 1,461 | 13 | 4.0 | $1.9M | 76 | 5 |
| Yoga, Pilates and fitness studios | 48 | #420 of 777 | 6 | 1.9 | $4.1M | 102 | 8 |
| Mortgage brokers and lenders | 48 | #472 of 887 | 9 | 2.8 | Index only | 122 | 3 |
| Child care and preschools | 48 | #874 of 1,611 | 13 | 4.0 | $869K | 87 | 13 |
| Nail salons | 47 | #789 of 1,328 | 22 | 6.8 | $1.4M | 81 | 3 |
| Car washes and detailing | 46 | #828 of 1,451 | 16 | 5.0 | $2.2M | 86 | Under 3 |
| Optometrists and eye care | 41 | #894 of 1,302 | 16 | 5.0 | $2.7M | 85 | 7 |
| Convenience stores | 41 | #1,445 of 2,261 | 36 | 11.2 | $5.2M | 66 | Under 3 |
| Pet businesses | 41 | #1,475 of 2,200 | 41 | 12.7 | $610K | 69 | 16 |
| Auto repair shops | 41 | #1,586 of 2,378 | 79 | 24.5 | $439K | 99 | 48 |
| Real estate agents and brokers | 40 | #1,572 of 2,176 | 59 | 18.3 | Index only | 133 | 20 |
| Salons, barbers and spas | 40 | #1,745 of 2,385 | 158 | 49.0 | $189K | 89 | 21 |
| Auto repair and car care | 39 | #1,706 of 2,401 | 144 | 44.6 | $241K | 90 | 57 |
| Real estate | 38 | #1,730 of 2,229 | 78 | 24.2 | Index only | 127 | 33 |
| Hair salons | 38 | #1,748 of 2,339 | 94 | 29.1 | $317K | 74 | 14 |
| Insurance agencies | 37 | #1,564 of 2,272 | 38 | 11.8 | $1.4M | 113 | 33 |
| HVAC and plumbing | 32 | #1,455 of 1,707 | 27 | 8.4 | $3M | 64 | 26 |
| Chiropractors | 29 | #1,302 of 1,490 | 27 | 8.4 | $1.6M | 66 | 18 |
| Lawn, cleaning and pest control | 28 | #1,625 of 1,771 | 32 | 9.9 | $1.2M | 69 | 44 |
| Electricians | 25 | #1,052 of 1,160 | 15 | 4.7 | $5.5M | 46 | 21 |
| Home repair trades | 25 | #1,936 of 2,057 | 59 | 18.3 | $1.4M | 57 | 56 |
| Landscaping and lawn care | 24 | #1,400 of 1,493 | 24 | 7.4 | $1.6M | 53 | 31 |
| Roofing and gutters | 21 | #1,110 of 1,177 | 17 | 5.3 | $4.8M | 57 | 9 |
| Pet stores | 19 | #907 of 974 | 9 | 2.8 | $2.8M | 61 | 6 |
| 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 Wood 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 | $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 Wood County
- 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 Wood 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 Wood County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
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- Clark County, WI34,739 people
- Adams County, WI21,123 people
- Juneau County, WI26,689 people
- Waushara County, WI24,868 people
- Jackson County, WI20,981 people
- Monroe County, WI46,208 people
Questions
How fast is Wood County, WI growing?
Population estimates put Wood County 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 Wood County, WI spend?
Households in Wood County 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 Wood County 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 Wood County, WI?
The highest Groundwork market scores in Wood County are for clothing, shoe and laundry businesses (68); clothing and shoe stores (68); and veterinarians (67). Wood County ranks #433 of 2,210 scored counties for clothing, shoe and laundry businesses.
How does Wood County, WI compare with the U.S.?
The median household income in Wood County 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, Wood County 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. 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 Wood 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 Wood 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 Wood 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 Wood 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.