Stated preference (SP) surveys have been conducted to value non-timber benefits (NTBs) from forests in Norway, Sweden and Finland for about 20 years. The paper first reviews the literature and summarises methodological traditions in SP research in the three countries. Second, a meta-regression analysis is conducted explaining systematic variation in Willingness-to-Pay (WTP). Two important conclusions emerge, with relevance for future research: (1) WTP is found to be insensitive to the size of the forest, casting doubt on the use of simplified WTP/area measures for complex environmental goods; and (2) WTP tends to be higher if people are asked as individuals rather than on behalf of their household.