GN Hearing's Veterans Affairs market share drops to eight-year low – failed launch to blame

CEO Gitte Aabo explains that GN Hearing’s declining VA market share is due to an ”unfortunate” launch – but this is hardly the only factor, responds an analyst. Both agree a new product will turn things around, but to what extent?

by ulrich quistgaard, translated by daniel pedersen

GN Hearing’s market share of the US public hearing aid sales channel, Veterans Affairs (VA), has been sliding downward since 2019, and hit a low point in September when it fell to just 8.1% of the VA’s total month-to-moth sales.

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