The research of wood fuel trade is market management oriented at household level. We devoted our attention to determine the key questions, market segmentation and market potentials. 909 households, which took part in the questionnaire and received financial support to purchase a wood biomass boilerfrom 2003 until 2006, represented our data source. The analysed pattern of questionnaired households indicates a vast unrealized developmental potential at placing additional quantities of chunkwood and forest chips on the market. Own forests still represent the most important heating source in households. Switching to wood biomass heating is practiced particularly by fuel oil consumers. Since the consumer has been placed into the centre of our research, we present some fundamental findings on product making and product development, its price, sale, promotion and management control. Our findings indicate that right business decisions and the ability to adjust to the marketfluctuation enable us good developmental possibilities.