August 2010

Industry Profile: 

Residential Wood Heaters

Draft Report

Prepared for

Larry Sorrels

U.S. Environmental Protection Agency

Office of Air Quality Planning and Standards (OAQPS)

Air Benefit and Cost Group (ABCG) 

(MD-C439-02)

Research Triangle Park, NC 27711

Prepared by

Jeffrey Petrusa

Stephanie Norris

Alex Rogozhin

Brooks Depro

RTI International

3040 Cornwallis Road

Research Triangle Park, NC 27709

RTI Project Number 0209897.004.084
_________________________________

RTI International is a trade name of Research Triangle Institute.

RTI Project Number

0209897.004.084

Industry Profile: 

Residential Wood Heaters

Draft Report

August 2010

Prepared for

Larry Sorrels

U.S. Environmental Protection Agency

Office of Air Quality Planning and Standards (OAQPS)

Air Benefit and Cost Group (ABCG) 

(MD-C439-02)

Research Triangle Park, NC 27711

Prepared by

Jeffrey Petrusa

Stephanie Norris

Alex Rogozhin

Brooks Depro

RTI International

3040 Cornwallis Road

Research Triangle Park, NC 27709
iii

CONTENTS

Section Page

2 Industry Profile ................................................................................................................... 2-1

2.1 Supply Side .......................................................................................................... 2-1

2.1.1 Production Process................................................................................... 2-2

2.1.2 Product Types .......................................................................................... 2-2

2.1.3 Costs of Production.................................................................................. 2-5

2.2 Demand Side........................................................................................................ 2-9

2.2.1 End Use Consumer Segments.................................................................. 2-9

2.2.2 Regional Variation in Residential Demand ........................................... 2-10

2.2.3 National Home Heating Trends............................................................. 2-10

2.2.4 Substitution Possibilities........................................................................ 2-11

2.2.5 Price Elasticity of Demand .................................................................... 2-12

2.3 Industry Organization ........................................................................................ 2-13

2.3.1 Market Structure .................................................................................... 2-13

2.3.2 Manufacturing Plants............................................................................. 2-15

2.3.3 Location ................................................................................................. 2-16

2.3.4 Company Sales and Employment .......................................................... 2-17

2.4 Residential Wood Heater Market....................................................................... 2-19

2.4.1 Market Prices......................................................................................... 2-20

2.4.2 International Competition ...................................................................... 2-21

2.4.3 Future Market Trends ............................................................................ 2-21

References............................................................................................................................ 2-23
iv

LIST OF TABLES

Number Page

2-1. Costs for Labor and Materials for U.S. Heating Equipment and Hardware 

Manufacturing: 2008..................................................................................................... 2-7

2-2. Costs for U.S. Masonry Contractors and Single-Family Home Contractors: 2007...... 2-7

2-3. Costs for U.S. Plumbing and Heating Equipment Supplies Wholesalers: 2007........... 2-8

2-4. Costs for U.S. Specialized Home Furnishing Stores: 2007 .......................................... 2-8

2-5. Wood as Primary Fuel Source for Home Heating in the United States: 2006–

2008............................................................................................................................. 2-10

2-6. Number of U.S. Companies by Business Type........................................................... 2-16

2-7. U.S. Wood Heat Equipment Industry by Geographic Location ................................. 2-17

2-8. U.S. Sales and Employment Statistics by Business Type........................................... 2-18

2-9. Profit Margins for NAICS 333414, 238140, and 423720: 2008................................. 2-18

2-10. Unit Shipments and Percentage of Total Units by Product Type: 2008..................... 2-19

2-11. Installation Costs for Average System by Product Type (North America): 2008 ...... 2-20

2-12. Manufacturers’ Price by Product Type (North America): 2008 ................................. 2-20
iii

LIST OF FIGURES

Number Page

2-1. Declining Trend in U.S. Housing Units Using Wood Fuel: 1989–2005 ........................... 2-11

2-2. Annual Plant Capacity Utilization for Heating Equipment Manufacturers (NAICS 333414): 

2002-2006. ......................................................................................................... 2-15
2-1

SECTION 2

INDUSTRY PROFILE

The Environmental Protection Agency (EPA) is considering a revision to the New Source 

Performance Standard (NSPS) for new residential wood heaters. EPA promulgated the original 

NSPS for new residential wood heaters including wood stoves in 1988. Based on a review of the 

NSPS in 2009, EPA noted significant technological improvements that allow emissions from 

these sources to be better controlled than the current standard. In light of the recent findings, 

EPA is proposing to revise the current NSPS standards to improve regulation of wood heaters 

and broaden the new regulation to cover other residential devices that use other solid biomass 

fuels. 

The proposed revision to the NSPS for residential wood heaters would potentially cover a 

number devices that include wood stoves, pellet stoves, other solid biomass stoves; masonry

heaters; fireplaces; fireplace inserts; outdoor stoves; indoor and outdoor hydronic heaters and 

forced air furnaces; and coal burning stoves.

EPA has developed this industry profile to provide the reader with a general 

understanding of the technical and economic aspects of the industries that would be directly 

affected by the revised NSPS regulation for new residential wood heaters. We begin by outlining

the supply side by discussing the production process of wood heater and the associated costs and 

follow this with an overview of the demand side of the market for residential wood heaters as a 

primary or secondary home heating system. We then address the characteristics that define the 

residential wood heating market and profile the companies that produce wood heating systems.

2.1 Supply Side

Wood heating devices embody a variety of products that provide heat and/or aesthetic 

ambiance for residential consumers both indoors and outdoors by burning wood fuel. Indoor 

wood-burning devices provide space heating for a single room or area of a residential home. 

Indoor heating devices include freestanding wood stoves, pellet stoves, masonry heaters, 

fireplace inserts, and forced air furnaces. Outdoor wood heating devices, also known as outdoor 

wood boilers, or water stoves, are located adjacent to the home they heat in small sheds with 

short smoke stacks. Other products included in the proposed revisions of this NSPS include lowmass fireplaces, open masonry fireplaces, fireplaces, fire pits, chimineas, cook stoves, and pizza 

ovens. 
2-2

This section provides a general description of residential wood heater manufacturing 

processes. We then provide more detailed definitions of the indoor and outdoor wood heater 

products covered under the revised NSPS rule and the wood fuels used in their operation. 

2.1.1 Production Process

The manufacturing process for residential wood heaters varies depending on the product 

type being produced. Generally, the manufacturing process entails the assembly of several 

prefabricated metal components. Major inputs include cast iron, metal products, heat-proof glass, 

fireproof fabric insulation, refractory brick, and heat-tolerant enamels or coatings.

Wood heating devices are typically categorized by efficiency ratings. The ratings are 

based on efficiency tests that measure the amount of heating value transferred from a full load of 

wood or other biomass fuel (fuel type varies based on the product being tested) to the living 

space. Efficiency tests evaluate two performance metrics that include combustion and heat 

transfer efficiency. Combustion efficiency determines how effective the fire box design is at 

burning the fuel and extracting its heating value. Heat transfer efficiency tests are conducted in 

calorimeter rooms equipped with temperature sensors to measure the degree changes in the 

heated living space and the flue exhaust to determine how much heat from the fire is delivered to 

the living space compared to the heat lost up the flue (EPA, 2009).

Thermal output, typically expressed in British thermal units per hour (Btu/hr), is the heat 

output measure that tells the amount of heat produced each hour. A higher Btu/hr rate suggests 

that a stove will produce more heat per hour than a stove with a lower rating. Depending on 

design and size characteristics, a space heating device heat output rating ranges between 8,000 

and 90,000 Btu/hr. Larger heating systems designed to provide whole home heating have heat 

output ratings that range from 100,000 to greater than one million Btu/hr. 

2.1.2 Product Types

Wood and Coal Stoves

EPA-certified wood stoves are enclosed combustion devices that provide direct space 

heating for a specific room or area of a home.

1 Catalytic and noncatalytic wood stoves are two 

general types of wood stoves available in the United States. This designation refers to the design 

of the combustion system. Noncatalytic combustion systems rely on high temperatures 

(<1,000°F) within the fire box to fully combust the chemical compounds (combustible gases and 

 

1 EPA-certified wood stoves are those wood stoves that meet the requirements or exceed particulate matter (PM) 

emissions standards under the current residential wood heater NSPS.
2-3

particles) in the wood smoke. In catalytic combustion systems, the presence of the catalytic 

element lowers the temperature at which wood smoke chemical compounds combust. Catalytic 

elements or combustion system designs in noncatalytic combustion systems are used in existing 

stoves to meet EPA emission standards. 

Coal stoves are similar in structure and appearance to wood stoves. Most coal stoves are 

designed to burn hard anthracite coal instead of soft bituminous coal (Houck, 2009), but different 

varieties of coal have been used in coal stoves over time.

Wood Pellet Stoves and Biomass Stoves

Wood pellet and biomass stoves are similar in application to wood stoves but generate 

heat through the pellet combustion. Wood pellet stoves use tightly compacted pellets of wood as 

fuel, whereas biomass stoves can use a variety of pellet types, including corn, fruit pits, and 

cotton seed (EPA, 2009). A load of pellets is poured into the stove’s hopper; then the user sets an 

internal thermostat that controls a feed device within the stove. The feed device regulates the 

amount of fuel that is released from the hopper into the heating chamber, which is where the 

combustion takes place (EPA, 2009). Pellet stoves are more efficient in terms of combustion and 

heating than standard wood stoves but require electricity to operate the fans, controls, and pellet 

feeders (EPA, 2009). 

Masonry Heaters

A masonry heater is a solid-fueled heating device that is constructed on site using mainly

masonry or ceramic materials (Masonry Heater Association of North America, 1998). Though 

masonry heaters and traditional fireplaces are similar in appearance, masonry heaters are used 

primarily to generate heat, whereas fireplaces typically serve a more aesthetic purpose. The 

heater itself is made up of an interior construction unit consisting of a firebox and a set of heat 

exchange channels (Cherov, 2008). The hot gas produced during rapid combustion of fuel within 

the firebox passes through the heat exchange channels, which run throughout the structure and 

saturate the masonry mass with heat (Cherov, 2008). After the masonry walls are saturated, the 

masonry heater radiates the heat into the area for 12 to 15 hours (Cherov, 2008). Masonry heaters 

can heat a home all day without having to burn continuously and are often used in areas where 

traditional fuel sources are unavailable (Cherov, 2008). However, one disadvantage of using a 

masonry heater is the lag between the initial burn and the time that the masonry structure actually 

releases sufficient heat (U.S. Department of Energy [DOE], 2010).
2-4

Fireplace Inserts

A fireplace insert is a type of stove that is designed to fit inside the firebox of an existing 

wood-burning fireplace (Wood Heat Organization, 2010). An insert is made of steel or cast iron

and is often installed in masonry fireplaces or traditional fireplaces to enhance a fireplace’s 

efficiency (Hearth, Patio, and Barbeque Association [HPBA], 2010a). As an insulated closeddoor system, a fireplace insert enhances combustion by slowing down the fire and increasing the 

fire’s temperature (HPBA, 2010a). In addition to wood, fireplace inserts can also be fueled with 

natural gas, propane, pellet, and coal (HPBA, 2010a). 

Forced Air Furnaces

A forced-air furnace is a type of central heating system that typically burns cordwood or 

pellets. A forced-air furnace can be located inside a house or outdoors and provide controlled 

heat throughout a home using a network of air ducts (EPA, 2009). 

Outdoor Wood Heaters

An outdoor wood heater, also called a wood-fired boiler, is a type of hydronic heater that 

is designed to be the home’s primary heating system. Wood boilers are located outdoors and 

have the appearance of a small shed with a smokestack (EPA, 2009). Hydronic heaters burn 

wood to heat a working liquid contained in a closed-loop system. The heated liquid is then 

circulated to the house to provide heat and hot water (EPA, 2009). Hydronic heaters are typically 

sold in rural areas with cold climates where wood may be the most readily available fuel source 

(EPA, 2009). 

Indoor and Outdoor Fireplaces

Fireplaces are typically not sufficient primary heating sources and are often considered 

more of an aesthetic feature than a functional device. The common low-mass fireplace is a 

fireplace and attached chimney that can be weighed on a platform scale (EPA, 2009). Not to be 

confused with masonry heaters, masonry fireplaces are traditional fireplaces constructed of brick, 

stone, or other masonry materials with a chimney like a traditional fireplace (Fireplaces 

&Woodstoves, 2010). 

Fireplaces are also used to enhance the outdoor area of a house. A portable grated 

cylinder style has a bottom basin surrounded by open grating for a fire, a cooking grate, and a lid 

(EPA, 2009). A permanent outdoor fireplace is similar to one that would be found indoors. They

can be freestanding or attached to the outside of the house (EPA, 2009).
2-5

Fire Pits, Chimineas, Cook Stoves, and Pizza Ovens

Several outdoor appliances involve using wood fuel for cooking or heating. A fire pit is a 

round outdoor hearth appliance that is designed to replicate the ambiance of a campfire by

radiating heat in 360 degrees around the pit (HPBA, 2010b). A chiminea is typically constructed 

out of cast iron, terra cotta, or clay and burns firewood inside the internal oven. As the fire burns, 

the walls of the oven absorb heat. After the dome chamber reaches the desired temperature, the 

fire can be allowed to die down (EPA, 2009). Wood cook stoves are made of cast iron to 

withstand the high temperatures produced by the fire (EPA, 2009). They are similar in 

appearance to a conventional stove, complete with an oven and cooking ranges, but are larger in 

order to accommodate the wood fuel (EPA, 2009). Pizza ovens are made out of a masonry

material, such as clay adobe or refractory bricks, which can endure high temperatures for an 

extended period of time (EPA, 2009). 

2.1.3 Costs of Production

Because of the variety of products covered under the wood heat source category, different 

manufacturers use a wide range of materials and have varying labor requirements. Since there is 

significant diversity in output between the producers in this category, as well as the broader 

industries in which they may be classified for data purposes, this section highlights the 

production costs associated with several of the North American Industry Classification System 

(NAICS) codes under which a significant number of the wood heating equipment manufacturing 

facilities in our database are included.

Table 2-1 displays costs for the heating equipment and hardware manufacturing 

industries. The production of devices like wood stoves, hydronic heaters, and fireplace inserts is

included under the heating equipment category (NAICS 333414). In 2008, the total cost of 

materials used for production represented roughly 40% of the industry’s total value of shipments, 

while labor costs only accounted for 17%. The hardware manufacturing industry (NAICS 

332510) had similar statistics: materials used and annual payroll accounted for 38% and 18% of 

the total value of shipments, respectably. 

Masonry fireplace construction and other site-assembled fireplace construction are 

covered under the two industries displayed in Table 2-2. The new single-family construction 

general contractors industry (NAICS 236115) covers a broad spectrum of construction activities 

beyond masonry and fireplace construction. Like the heating equipment and hardware 

manufacturing, this is a highly capital-intensive industry with 42% of the value of the 

construction work attributed to the cost of materials. Labor accounts for only 12%. For the 
2-6

masonry contractor industry, however, payroll costs represent over 30% of the value of 

construction work. This suggests that masonry contracting requires a special skill set and a 

specific degree of craftsmanship. 

The 2007 costs for plumbing and heating equipment wholesalers (NAICS 423720) are 

outlined in Table 2-3. This category, which includes the merchant wholesale production of 

cooking and heating stoves and hydronic heaters, made over $50 billion in sales in 2007. Table 

2-4 displays the costs for certain home furnishing stores, including those who sell wood stoves at 

retail prices. The costs for these industries may be more indicative of the wholesale and retail 

exchanges of wood-heating equipment rather than the actual production process. 
2-7

Table 2-1. Costs for Labor and Materials for U.S. Heating Equipment and Hardware Manufacturing: 2008

NAICSBased 

Code

Meaning of NAICSBased Code YearNumber of 

Employees

Annual 

Payroll 

($1,000)

Production 

Workers 

Average 

per Year

Total Cost 

of 

Materials 

($1,000)

Materials, 

Parts, 

Containers, 

Packaging, etc. 

Used ($1,000)

Cost of 

Purchased 

Fuels 

($1,000)

Cost of 

Purchased 

Electricity 

($1,000)

Total 

Value of 

Shipments 

($1,000)

333414 Heating Equipment 

(except warm air 

furnace)

2008 20,619 956,254 12,605 2,685,779 2,242,872 16,490 31,072 5,617,465

332510 Hardware 

Manufacturing

2008 36,335 1,571,070 25,488 4,139,425 3,373,896 35,265 67,018 8,948,790

Source: U.S. Census Bureau. 2010a. American Fact Finder. Sector 31: Annual Survey of Manufactures: General Statistics: Statistics for Industry Groups and 

Industries: 2008 and 2007. http://factfinder.census.gov. Accessed July 20, 2010.

Table 2-2. Costs for U.S. Masonry Contractors and Single-Family Home Contractors: 2007

NAICS-Based 

Code

Meaning of NAICS-Based 

Code Year

Number of 

Employees

Total Payroll 

($1,000)

Cost of 

Materials, 

Components, 

and Supplies 

($1,000)

Total 

Value of 

Construction 

Work ($1,000)

236115 New single-family general 

contractors

2007 259,905 10,834,064 37,676,878 89,282,708

238140 Masonry contractors 2007 232,315 8,250,581 8,594,565 26,984,381

Source: U.S. Census Bureau. 2010c. American Fact Finder. Sector 23: EC0723SG01: Construction: Summary Series: General Summary: Detailed Statistics for 

Establishments: 2007. Released May 18, 2010. http://factfinder.census.gov. 
2-8

Table 2-3. Costs for U.S. Plumbing and Heating Equipment Supplies Wholesalers: 2007

NAICSBased CodeMeaning of NAICS-Based 

Code Year

Number of 

Employees

Annual Payroll 

($1,000)

Operating 

Expenses

($1,000)

Sales

($1,000)

423720 Plumbing and Heating 

Equipment Supplies 

(Hydronics) Merchant 

Wholesalers

2007 87,907 4,542,337 8,311,462 50,316,133

Source: U.S. Census Bureau, 2010b. American Fact Finder. Sector 42: EC0742A1: Wholesale Trade: Geographic Area Series: Summary Statistics for the United 

States, States, Metro Areas, Counties, and Places: 2007. Released July 23, 2010. http://factfinder.census.gov.

Table 2-4. Costs for U.S. Specialized Home Furnishing Stores: 2007

NAICS-Based 

Code

Meaning of NAICS-Based 

Code Year

Number of 

Employees

Annual Payroll 

($1,000)

Sales

($1,000)

442299 All other home furnishing stores 2007 19,057 3,427,682 27,326,976

Source: U.S. Census Bureau, 2010d. American Fact Finder. Sector 44: EC0744A1: Retail Trade: Geographic Area Series: Summary Statistics for the United 

States, States, Metro Areas, Counties, and Places: 2007. Released July 23, 2010. http://factfinder.census.gov.
2-9

2.2 Demand Side

Wood-fired heaters are sold explicitly for use in residential homes. These devices can be 

included in the original construction of a new home or installed later in the life of the home. 

Demand for residential wood heating devices is driven by several key factors that include size,

price, efficiency, and fuel type (e.g., cord wood, pellet wood, or other biomass fuels). However 

consumer demand for any one product discussed in Section 2.1 is driven primarily by the 

intended end-use heating application. This section defines the three major consumer segments 

that drive demand based on the end-use application. Following this discussion, we present some 

national statistics on the variation in residential wood heat consumers in the United States. We 

conclude our discussion of the demand side by characterizing some of the substitutes for 

residential wood-burning devices. 

2.2.1 End Use Consumer Segments

The intended end-use heating application is a primary driver of demand for residential 

heating devices. The U.S. Annual Housing Survey (HUD, 2008) provides a starting point for 

how to classify the various types of residential consumer of heating equipment. For the purposes 

of this profile we grouped consumers into three major segments based on their desired heating 

needs that includes whole-house heating, secondary or zone heating, and recreational outdoor 

heating applications. 

The primary or whole-house heating segment includes homes with no other central 

heating system that can provide heating service in or outside the house. In smaller homes, a large 

stove or masonry heater may be sufficient to provide heat to the entire house. However, larger 

homes typically require an outdoor wood boiler, a hydronic heater, a pellet-burning forced-air 

furnace, or some combination of these to meet the consumers’ heating needs. 

The secondary or zone heating segment includes consumers that desire supplemental heat 

from a wood-burning device in homes with an existing central heating system that serves as the 

home’s primary heat source. Cordwood and wood pellet-burning stoves are ideal for heating a 

single room or zone within a home. Smaller masonry heaters are also well suited for zone

heating needs. 

Finally, a third component of demand is represented by consumers who desire a woodburning device for recreational aesthetic heating applications. Outdoor fireplaces, chimineas, 

outdoor ovens, and pizza stoves are some examples of the wood-burning devices designed for 

recreational heating applications. The products that address the needs of this consumer segment 

are primarily intended to enhance the aesthetics or landscape outside the home. 
2-10

2.2.2 Regional Variation in Residential Demand

Between 2006 and 2008, roughly 1.7 million out of the 75.3 million occupied homes in 

the United States relied on wood heat as the primary fuel source for home heating. The demand 

for wood heat is concentrated in the Northeast, the Northwest, and the northern Midwest regions 

of the United States. Table 2-5 illustrates this regional concentration by listing the 20 states that 

represent the highest percentage of households that use wood heat. The second column shows the 

number of wood-heat users as a percentage of the total homes in the state, while the third column 

shows the number of wood-heated homes as a percentage of the total users in the United States. 

These 20 states account for over two-thirds of the total U.S. residential wood heat demand.

Table 2-5. Wood as Primary Fuel Source for Home Heating in the United States: 2006–

2008

State

Percentage of State 

Owner-Occupied 

Houses

Percentage of National 

Owner-Occupied 

Houses Count

California 2% 9% 165,440

New York 3% 6% 103,740

Pennsylvania 3% 6% 100,355

Washington 6% 5% 92,664

Michigan 3% 5% 85,712

Wisconsin 5% 5% 83,040

Oregon 8% 4% 79,637

Ohio 2% 4% 67,665

Virginia 3% 3% 60,579

North Carolina 2% 3% 58,397

Minnesota 3% 2% 43,234

Maine 10% 2% 41,509

Indiana 2% 2% 38,550

West Virginia 7% 2% 38,142

Idaho 8% 2% 32,817

Colorado 2% 2% 28,668

Vermont 15% 1% 26,601

Massachusetts 2% 1% 25,870

Montana 9% 1% 24,355

New Hampshire 7% 1% 24,071

Top 20 Total 68% 1,221,046

National Total 100% 1,792,741

Source: U.S. Census Bureau. 2009. American Community Survey: 2006-2008. Available at: 

http://factfinder.census.gov/servlet/DatasetMainPageServlet?_program=ACS&_submenuId=&_lang=en&_ts=.

2.2.3 National Home Heating Trends

Residential demand for wood fuel has been declining steadily throughout the United 

States. Figure 2-1 illustrates the number of households from 1989 to 2007 that reported using 
2-11

wood fuel for heating, cooking, or heating water. In 1989, roughly 15% of all occupied housing 

units used wood fuel. The proportion of wood-fuel users has declined relatively steady

throughout the past 20 years. By 2005, fewer than 9.5 million out of a total 109 million occupied 

households in the United States used wood fuel for heating, cooking, or heating water.

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

1989 1991 1993 1995 1997 1999 2001 2003 2005

Occupied H

ousing Units (1,000s)

Year

Figure 2-1. Declining Trend in U.S. Housing Units Using Wood Fuel: 1989–2005

Source: U.S. Housing and Urban Development [HUD]. 2008. American Housing Survey for the United States. 

Multiple Years. Table 2-5. Available at: http://www.census.gov/hhes/www/housing/ahs/nationaldata.html.

2.2.4 Substitution Possibilities

The availability of close substitutes for wood heating equipment is largely contingent on 

two key factors: (1) the consumer’s heating needs and preferences and (2) the price and 

availability of an alternative heating source. As discussed in Section 2.2.1, consumers tend to fall 

into one of three demand segments depending on their desired end use for their heating device. 

Each consumer group will display varying degrees of substitutability. The relative price of 

alternatives is also an important aspect of product substitution, which includes the cost of the 

heating equipment itself and the price and availability of the fuel it requires. 

For most consumers looking for whole-house heat or single room heat, gas or electric 

heat provides a common substitute for wood fuel. Electricity can power central heating systems 

for whole-house heat and smaller space heaters for single rooms. Since the majority of American 

households have easy access to electric power, these home heating options are often a convenient

and low-cost alternative to wood heat. Gas-powered central furnaces and room heaters and oilpowered central heating systems are also on the market for residential use (DOE, 2009). 
2-12

Although most consumers have homes equipped for gas or electric power, more rural areas of the 

country have limited access to reliable utilities. In these regions, electric or gas heat may not be 

an available or cost-efficient choice relative to wood heat.

Recreational or aesthetic wood-fired appliances have fewer direct substitutes. Traditional

indoor fireplaces and masonry fireplaces can be outfitted for burning natural gas rather than 

wood. Consumers may have a preference for one over the other. Wood fuel can be messy and 

somewhat difficult to store, whereas natural gas can be more convenient. Outdoor recreational 

appliances may be difficult to substitute directly because many consumers desire the aesthetic 

effect created by a wood-burning fire pit or chiminea. Outdoor charcoal or gas grills provide an 

alternative for outdoor wood-fired cooking appliances, but consumers may not consider these a 

direct substitute. 

2.2.5 Price Elasticity of Demand

Price elasticity of demand is a numeric measure of the sensitivity of demand following an

increase in the product’s price. The level of sensitivity is determined by a number of factors that 

include availably and price of substitutes (e.g., other types of heating equipment, gas or electric 

space heaters and furnaces) and the price of complement (wood fuels). 

In preparing this profile, we searched for, but were unable to identify, any empirical 

estimates of the price elasticity of demand for residential wood heating equipment. Although

there are numerous articles estimating the elasticity of demand for residential energy and heating 

fuels, these estimates focus almost exclusively on electricity, natural gas, and fuel oil. These 

estimates find that residential energy and heating fuel demand is relatively inelastic (i.e., there 

are only very small changes in demand in response to an increase in energy or fuel prices). A 

recent RAND report suggests that in the short term, demand for electricity and natural gas in the 

residential markets is relatively inelastic (Bernstein and Griffin, 2005). However, the authors of 

the report also note that sustained higher energy prices in the long term may result in demand for 

energy becoming more elastic as consumers have time to identify more energy efficient options. 

In the absence of empirical estimates, we offer a qualitative discussion of the key

determinates of the price elasticity of demand to provide a general sense of whether the 

consumer demand is elastic or inelastic. As mentioned earlier, the determinants of elasticity

include the degree of substitutability, product necessity, and duration of the price increase. 

There are a number of close substitutes for residential wood heating devices that include 

electric and gas furnaces and space heaters. The extent to which consumers are able to substitute 
2-13

between these options is likely to vary depending on geographic location. Overall, the presence 

of good substitutes will increase the elasticity of demand for wood heating equipment. In 

contrast, sustained higher prices for heating fuel (i.e., electricity, natural gas, and fuel oil) may

make switching away from wood heating equipment less likely, and ultimately make demand for 

wood heating equipment more inelastic. 

Finally, the magnitude of the cost residential wood heating equipment may also increase 

the elasticity of demand. Consumer demand tends to be more elastic when the price of the good 

represents a large proportion of consumer income (Bernstein and Griffin, 2005). In other words,

consumers become more sensitive to small price changes when considering the purchase of a 

large household appliance (e.g., refrigerator, oven range, or heating system). 

2.3 Industry Organization

A review and description of market characteristics (i.e., geography, product 

differentiation, product transportation, entry barriers, and degree of concentration) can enhance 

our understanding of the mechanisms underlying the wood heating equipment industry. These 

characteristics provide indicators of a firm’s ability to influence market prices by varying the 

quantity of product it sells. For example, in markets with large numbers of sellers and identical 

products, firms are unlikely to be able to influence market prices via their production decisions 

(i.e., they are “price takers” and operate in highly competitive markets). However, in markets 

with few firms, significant barriers to entry (e.g., licenses, legal restrictions, or high fixed costs), 

or products that are similar but can be differentiated, a firm may have some degree of market 

power (i.e., to set or significantly influence market prices). In addition, if a product is difficult to 

transport over long distance (due to weight or hazardous nature), then the market size may be 

more restricted than one might expect, all other things being equal. 

2.3.1 Market Structure

Market structure characterizes the level of competition and determines the extent to 

which producers and sellers can influence market prices. Economic market structure typically 

focuses on the number of producers and consumers, the barriers to market entry, and product 

substitutability. 

The residential wood heater market contains a number of large producers selling a 

number of differentiated products along with a large number of small producers. These

characteristics suggest a monopolistic competitive market (i.e., somewhere between highly 

competitive and less competitive) for large producers who will have some influence over market 

prices. For small producers, the market will be highly competitive in nature. In addition, existing 
2-14

regulatory requirements for product testing and certifications represent a barrier to market entry

for new producers of wood heating devices. Competition in this market may be further 

constrained by transportation costs due to the weight of these products. A similar assessment was 

determined in the 1986 study by the American Enterprise Institute (AEI) and Brookings 

Institution Joint Center for Regulatory Studies. 

The AEI-Brookings report also identified several key factors that influence 

manufacturers’ pricing decisions. These factors included production prices, prices of similar 

products sold by competitors, transportation costs, combustion technology and efficiency, and 

consumers’ ability to differentiate products based on brand name and efficiency.

Price elasticity of supply is a numeric measure of the industry’s response to a 1%

increase in the product price (Landsburg, 2005). The law of supply suggests producers supply 

greater quantities at higher prices as a result of increasing marginal returns for each additional 

unit produced as average cost per unit of output declines. As a result, the elasticity of supply for 

most industries is positive. Determinants of supply elasticity are flexibility of sellers to adjust 

production, the time period being considered in estimating the elasticity. Most manufactured 

goods have an elastic supply, meaning that sellers can adjust production quickly in response to a 

change in prices (Mankiw, 1998). Industries with excess plant capacity are likely to have elastic 

supply as sellers can ramp up production in a relatively short time frame. 

Based on 2006 plant capacity utilization data as shown in Figure 2-2, the heating 

equipment manufacturing industry averaged 60% utilization, growing from 59% in 2002 to a 

maximum utilization of 65% in 2005 and then falling to 54% in 2006 (U.S. Census Bureau, 

2007). Similar statistics are not available for more recent years due to discontinuation of this 

survey following 2006. The available data suggests that there is ample existing capacity to 

increase production in the short and long term assuming an increase in price of residential wood 

burning heating equipment. 
2-15

59% 59%

62%

65%

54%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2002 2003 2004 2005 2006

PlantCapacity Utilization

Year

Figure 2-2. Annual Plant Capacity Utilization for Heating Equipment Manufacturers 

(NAICS 333414): 2002-2006.

Source: U.S. Census Bureau. 2007. Survey of Plant Capacity: 2006. “Table 1a. Full Capacity Utilization Rates by 

Industry Fourth Quarter 2002-2006”. Census Bureau, Washington DC. Report No. MQ-C1(06). 

 

2.3.2 Manufacturing Plants

Since 1988, the change in the number of residential wood-fired heater producers is 

unclear. The U.S. Economic Census reports that between 1992 and 2007 the number of 

establishments in the industry has remained unchanged. Alternatively, the industry association

Hearth, Patio, and BBQ Association (HPBA) has suggested that the number of manufacturers of 

wood-fired heaters fell by 80% following the 1988 NSPS rule, down from approximately 500 to 

roughly 120 manufacturers today (Houck and Tiegs, 2009). 

For this analysis, we were able to identify 635 firms in the residential wood heating 

equipment industry in the United States. RTI developed this estimate leveraging a number of 

different sources that included EPA’s official list of certified wood heater manufacturers, Dun & 

Bradstreet’s online company database, and a number of industry association membership lists. 

The estimate includes the manufacturers listed on EPA’s official certification lists (~120 

manufacturers). We then expanded this list to include manufacturers of masonry heaters and 

outdoor wood boilers and manufacturers of cook stoves, outdoor fireplaces, and ovens. Table 2-6

reports the count of U.S.-based companies in the industry by major business type. 
2-16

Manufacturers account for over 90% of the industry and span 14 different NAICS codes, 

of which 560 are categorized as NAICS 333414, as establishments primarily engaged in 

manufacturing heating equipment (except electric and warm air furnaces), such as heating 

boilers, heating stoves, floor and wall furnaces, and wall and baseboard heating units (Census 

Bureau, 2010). Manufacturers dominate the market, accounting for over 96% of sales for the 

industry in 2008. 

Table 2-6. Number of U.S. Companies by Business Type

Business Type

Number of 

Companies

Reported Sales

2008

($1,000s)

U.S. Market Share

(% of Net Sales)

Manufacturers 577 $1,285,800 96.60%

Masonry contractors 24 $7,200 0.54%

Wholesalers, distributors 19 $34,200 2.57%

Residential construction 10 $3,200 0.24%

Retailers 5 $600 0.05%

U.S. Totals 635 $1,331,000 100%

Source: Dun & Bradstreet Marketplace, a company database. RTI International calculations. 

Masonry contractors are the second largest group of businesses, accounting for 5% of the 

companies, and almost all masonry contractors are classified as NAICS 238140 establishments 

primarily engaged in masonry work, stone setting, brick laying, and other stone work for new 

construction, additions, alterations, maintenance, and repairs (U.S. Census Bureau, 2010e). 

Masonry contractors account for less than 1% of the industry sales. The remaining 5% of 

businesses are classified as residential construction contractors, wholesalers, distributors, and 

retailers. Residential construction contractors are primarily associated with design construction 

and installation of masonry heaters, outdoor fireplaces, and hydronic heaters. Companies

classified as wholesalers, distributors, and retailers do not manufacture products but may be tied 

exclusively to a single brand or manufacturer, while others distribute and sell multiple products 

and brands.

2.3.3 Location

The industry is, for the most part, colocated in areas of the country with the largest 

demand for winter heating. Over 50% of U.S.-owned companies are located in 10 states in the 

northern half of the country. The largest number of companies is located in California, with 

additional concentrations in the Northwest, Northeast, the upper Midwest, and Central Plains. 

Table 2-7 reports the number of U.S. companies for the top 10 states. Additionally, 
2-17

approximately 104 companies operate in the United States, two-thirds of which are Canadianbased companies. 

Table 2-7. U.S. Wood Heat Equipment Industry by Geographic Location

Location Business Count % of Total U.S. Industry

California 63 10%

Pennsylvania 36 6%

Minnesota 35 6%

New York 33 5%

Washington 31 5%

Ohio 29 5%

Texas 29 5%

Wisconsin 26 4%

Michigan 25 4%

Illinois 21 3%

U.S. Total 635 86%

Canada 67 9%

Other Foreign 37 5%

Industry Total 739 100%

Source: Dun & Bradstreet Marketplace, a company database. RTI International calculations.

2.3.4 Company Sales and Employment

Overall sales for the residential wood heating industry totaled more than $1.3 billion in 

2008. Based on company data obtained for this profile, the industry employs approximately

17,000 workers annually. Previous analysis suggests that industry relies on seasonal labor, 

ramping up production in months leading up to winter and reducing employment and production 

during the warmer parts of the year (AEI, 1986). Table 2-8 presents median sales and 

employment for the industry by business type. 
2-18

Table 2-8. U.S. Sales and Employment Statistics by Business Type

Business Type

Number of

Companies

Median Sales

2008

($1,000s)

Median 

Employment

per Company

Manufacturers 577 $200 4

Masonry contractors 24 $100 3

Wholesalers, distributors 19 $500 5

Residential construction 10 $100 2

Retailers 5 $ 100 2

U.S. Totals 635 $200 4

Source: Dun & Bradstreet Marketplace, a company database. RTI International calculations.

Firms manufacturing heating equipment (except electric and warm air furnaces), such as 

heating boilers, heating stoves, floor and wall furnaces, and wall and baseboard heating units 

(NAICS 333414), are classified as small by the Small Business Administration (SBA, 2008) if 

they have fewer than 500 employees. Looking across the 14 manufacturing-related NAICS codes

in our analysis, we find that approximately 90% of manufacturers are considered small 

businesses based on their reported employment compared to the SBA threshold. SBA classifies 

wholesalers and distributors as small if their employment is fewer than 100 workers. 

Approximately 68% of the industry’s wholesalers and distributors are considered small based on 

the employment data obtained for this analysis. 

SBA thresholds for masonry, construction, and retail firms are based on annual sales. 

SBA standards for NACIS codes under these business types range between $7 and $33 million in 

annual revenue. As reported in Table 2-8, median sales in these business categories are far below 

the range of SBA standards. As one would expect, our analysis finds that all 39 firms are 

considered small based on their reported annual sales compared to the SBA standards for their 

respective NAICS code classifications. 

Profits of Affected Entities

Tables 2-9 reports profit margins for manufacturers, masonry contractors, and 

wholesalers and distributors. The profit margin represents an average of reported profit per unit 

sales across the industry classified by the 6-digit NAICS code. 

Table 2-9. Profit Margins for NAICS 333414, 238140, and 423720: 2008

NAICS 

Code NAICS Description

Profit 

Margin

Industry 

Sales ($106)

333414 Heating Equipment Manufacturers 4.3% $70,965

238140 Masonry Contractors 4.7% $9,676

423720 Plumbing and Heating Equipment Supplies (Hydronics) Merchant 

Wholesalers 3.4% $58,907

Source: The Risk Management Association. 2008. Annual Statement Studies, Financial Ratio Benchmarks 2008-
2-19

2009. Risk Management Association, Philadelphia: 2008.

2.4 Residential Wood Heater Market

Residential wood heating device shipments in the United States were relatively consistent 

from year to year between 1998 and 2005, according to the HPBA’s reported hearth industry

shipment data (2009). Since 2005, total industry shipments on average have declined annually by 

24%. Industry experts attribute this decline in large part to the broader economic downturn and 

poor housing market. Renewable energy tax rebates offered in 2008 provided some relief for 

pellet-fueled devices, resulting in a 1-year increase in shipments of 161%, only to steeply decline 

again in 2009. Table 2-10 presents shipment volumes by product type in 2008.

Table 2-10. Unit Shipments and Percentage of Total Units by Product Type: 2008

Product Type Units % of Total Units

Wood stove 166,527 33%

Pellet stove 130,381 26%

Biomass stove 6,819 1%

Wood fireplacesa180,966 36%

Outdoor fireplaces 6,302 1%

Masonry heaters 730 0%

Hydronic central heating systems 13,385 3%

Total 505,110 100%

Source: Frost & Sullivan. 2010. Market Research Report on North American Residential Wood Heaters, Fireplaces, 

and Hearth Heating Products Markets. Prepared for EC/R Inc. 

a Wood fireplaces in this table include both factory-built and site-built models. 

Outdoor wood boilers are a relatively new product in the market since 1990. Previous 

studies have reported annual growth in sales of between 30 and 128%, with over 155,000 

outdoor wood boilers in use in the United States in 2006 (NESCAUM, 2006). Sales have been 

regionally focused in the Northeast and Midwestern states. The NESCAUM report predicts that 

over 500,000 outdoor wood boilers will be in use before the end of 2010 if trends in annual sales 

continue to follow growth rates observed between 1990 and 2006.

Market data for coal burning stoves are very limited. However, anecdotal evidence 

suggests that coal stove use is limited to major coal states, including Pennsylvania, West 

Virginia, and Indiana, where coal is abundant and cheap relative to other heating fuels (Dagan, 

2005). Most of the major stove manufacturers feature at least one coal-burning stove model. 

However, at the time of writing this profile, we were unable to locate any reliable estimate of 

shipments in the United States for coal stoves. 
2-20

2.4.1 Market Prices

Residential wood heater prices range from $200 to $50,000 depending on the product 

type and characteristics. Consumers who purchase these products must also consider the costs of 

installation, which range between $300 and $6,000 on average. Tables 2-11 and 2-12 report the 

average cost of installation and purchase price for residential wood heating appliances.

Table 2-11. Installation Costs for Average System by Product Type (North America): 2008 

Product Type Installation Cost

Wood stove $500 

Pellet stove $300 

Biomass stove $300 

Wood fireplaces $600 

Outdoor fireplaces $350 

Masonry heaters $6,000 

Hydronic central heating systems $2,000 

Source: Frost & Sullivan. 2010. Market Research Report on North American Residential Wood Heaters, Fireplaces, 

and Hearth Heating Products Markets. Prepared for EC/R Inc.

Table 2-12. Manufacturers’ Price by Product Type (North America): 2008 

Product Type Average Price Price Range

Wood stove $848 $200 to $2,800

Pellet stove $1,279 $300 to $3,500

Biomass stove $1,403 $350 to $4,000

Wood fireplaces $450 $150 to $5,000

Outdoor fireplaces $755 $250 to $6,000

Masonry heaters $9,041 $4,000 to $15,000

Hydronic central heating systems $7,433 $5,000 to $35,000

Source: Frost & Sullivan. 2010. Market Research Report on North American Residential Wood Heaters, Fireplaces, 

and Hearth Heating Products Markets, Figure 2.6. Prepared for EC/R Inc. 

Given the specialized skills and materials required to construct a masonry heater, it is not 

surprising that this product has the highest average market price. Hydronic heaters are the second 

most expensive product partly because of the additional material requirements. The price of 

freestanding stoves and fireplace inserts varies depending on the fuel it burns. Biomass stoves 

are almost twice as expensive as cord wood-burning stoves for biomass stoves are more similar 

in construction to pellet stoves. Although no price data exist on coal-burning stoves, costs are 

comparable to traditional cord wood stoves. Coal stove prices for 2010, collected for this profile 

averaged $1,338 and ranged between $500 and $3,000 depending on the size and manufacturer.
2-21

2.4.2 International Competition

The U.S. market for wood-fueled heating products has been concentrated on the local 

scale in recent years. Manufacturers concentrate production where wood heat is in demand, 

which is in the Northeast and Northwest. Some regions of the country have specific emissions 

requirements on wood burning, so consumers may be restricted to buying stoves and heaters that 

can cater to local regulations (Frost & Sullivan, 2010). Domestic producers have traditionally 

faced some competition from European manufacturers in certain wood heat markets, but Asian 

manufacturers have been gaining market share, especially in the fireplace market (Frost & 

Sullivan, 2010). 

Asian-based companies, especially those in China, have the advantage of low overhead 

and labor costs (Frost & Sullivan, 2010). Although the products coming from these producers are 

lower in price, they are also lower in quality (Frost & Sullivan, 2010). However, moneyconscious consumers have been willing to settle for lower quality fireplaces and stoves as the 

economy remains uncertain (Frost & Sullivan, 2010). Companies from all over the world have 

been moving some manufacturing operations to China in an attempt to compete with Asian 

producers through low-cost production (Frost & Sullivan, 2010). Still, U.S. manufacturers are 

likely to increased competition from Asia in the future.

2.4.3 Future Market Trends

Following a year with an impressive growth rate of 16.4% between 2007 and 2008, the 

market for residential wood heaters, fireplaces, and hearth products fell victim to the recession in 

2009 (Frost & Sullivan, 2010). A weak residential construction market coupled with a tight 

credit market decreased overall demand in the market for wood heating products, leading 

analysts to project a 2009 growth rate of -36.1% (Frost & Sullivan, 2010). The growth forecast 

for 2010 is expected to improve relative to 2009 to a rate of -4.1%, due in part to the residual 

effects of the severe 2009 winter temperatures and the financial incentive provided by the federal 

energy efficient tax credit (Frost & Sullivan, 2010). 

As the economy continues to recover beyond 2010, demand should trend upward as 

consumers look to cut heating costs with wood and biomass (Frost & Sullivan, 2010). New home 

construction and increased credit availability will further foster demand, which is expected to 

grow at a compound annual rate of 4.1% from 2009 to 2015 (Frost & Sullivan, 2010). The 

current regional demand patterns are expected to continue, with the Northeast and Northwest 

regions of the country driving wood fuel combustion demand, but analysts anticipate that the 
2-22

wood heat product market will be embraced in other areas of the country in which wood and 

biomass are viable and inexpensive fuel sources (Frost & Sullivan, 2010). 

Although the overall residential wood heat market is expected to grow, there may be 

variation in demand between individual product segments. Pellet and biomass stoves are 

expected to lead the way in demand as consumers look for options with sustainable fuel sources 

and cleaner-burning technologies (Frost & Sullivan, 2010). Outdoor wood boilers (hydronic 

heaters) saw a surge in demand throughout the 1990s and mid-2000s, a trend that is projected to 

continue (Northeast States for Coordinated Air Use Management 2006). Future demand for 

primary and secondary wood-burning heating devices will be somewhat dependent on the price 

of wood fuel relative to electric and gas heat as well as consumer preferences. Since fireplaces 

and masonry fireplaces purchases are based on the added aesthetic value rather than function, 

future demand will likely stay in line with consumer preferences. 
2-23

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