This paper presents a total survey of the characteristics and changes over time (1990–2010) within the entire population of Swedish non-industrial private forest owners (NIPF owners). By charting the changed demographic, socio-economic and geographic profile of the NIPF owners, it also provides a baseline for a discussion and analysis of potential implications for forest management, policy and values. NIPF owners differ in important ways from the general population of Sweden. However, the gap has narrowed over time with regard to, e.g., educational level and sex composition. The ongoing urbanization process is evident in the growing share of non-residential NIPF owners who live at a distance from their forest property and who differ from their residential (rural) peers through, e.g., higher education, higher income and a higher prevalence of co-ownership of their forest holdings. Although these changes might translate into updated views on forest values among NIPF owners, there could be a delay before this impacts on forest management practices and output.