Forwarders are expensive machines that fulfil the operational needs of a limited pool of customers, therefore innovation in this kind of technology needs to be pushed and sustained by the market demand. This study analysed the requirements and preferences of forwarder users in five European countries by means of a questionnaire structured on issues such as performance requirements, market analysis and innovation potential. Expectations for the future forwarder technology are related to uncertainties stemming from the operational and regulatory environments. Machine flexibility as well as acceptable purchasing and operating costs could be the solution expected by customers. These parameters are supported by the modular approach of the Forwarder 2020 project which enables customers to adapt the technology to their needs.