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?

Photo: Gn Store Nord / Pr

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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