STÄFA, SWITZERLAND — Sonova Holding AG on Monday presented a renewed long-term strategy aimed at expanding its market leadership in hearing care, with an ambition to reach CHF 6 billion (~$6.7B USD) in revenue by fiscal year 2030/31. The company also said it intends to divest its Consumer Hearing business in order to focus more fully on its core hearing care operations, including hearing instruments and cochlear implants.
The strategy update, announced March 23, builds on what the company described as a strong market position, favorable long-term demand trends, and continued innovation in hearing technology. Sonova said demographic growth, low penetration of hearing solutions, and improving technology continue to support further expansion of the global market.
The company noted that hearing aid adoption remains relatively low globally, with adoption at approximately 38% in North America and Western Europe and around 4% in other markets.
Three Strategic Priorities
Sonova said its updated strategy is built around three priorities: driving adoption through innovation, succeeding locally with a multi-brand and multi-channel approach, and improving service and operations.
On the innovation side, the company plans to expand beyond traditional receiver-in-canal products, with greater emphasis on lifestyle-aligned and healthy-aging solutions, connected platforms, and broader use of artificial intelligence and digital tools across the consumer journey. The company also highlighted opportunities to leverage research and development synergies between hearing aids and cochlear implants.
In its investor materials, Sonova also pointed to recent product momentum, including the success of Infinio Sphere, Virto R, Infinio Ultra, and EasyGuard. The company said Virto R had reached more than CHF 130 million (~$145M USD) in annualized sales, while gaining more than 12 percentage points of ITE market share in the fourth quarter of 2025 compared with the average of fiscal 2024/25.
Geographically, Sonova identified Asia as a major area for future growth. The company outlined a multi-stage approach that begins with scaling its existing portfolio for affluent segments and later expands into more tailored solutions designed specifically for regional needs, including lower-cost care models.
Wholesale, Retail, and Operational Focus
Another major part of the strategy is a market-by-market approach to brand and channel management. Sonova said it will continue differentiating brand roles while expanding its retail footprint through targeted acquisitions.
The company also sees opportunities to deepen synergies between its wholesale and retail businesses by using store-level insights to inform research and development, coordinating product launches across channels, and extending lead-generation capabilities to support wholesale partners in markets where it does not operate retail locations directly.
Operationally, Sonova aims to strengthen customer service as a competitive differentiator, with a focus on timeliness, quality, and cost efficiency. The company also plans to improve productivity through footprint optimization, automation, streamlined processes, and value engineering.
Consumer Hearing Divestment and Outlook
As part of the strategy update, Sonova said it intends to divest its Consumer Hearing business, which operates in premium consumer audio under the Sennheiser brand. The company noted that the business has different channels, product cycles, and market dynamics than hearing care, and that a divestment would better align its portfolio with core innovation priorities.
Over the medium term, Sonova is targeting sales CAGR of 5% to 10% and core EBIT CAGR of 7% to 12% in local currencies, with margin improvement supported by structural savings and operating leverage. The company also confirmed its previously communicated fiscal 2025/26 outlook, indicating that sales growth and normalized EBITA growth are expected to come in at the lower end of prior guidance ranges.
“Our renewed strategy translates Sonova’s technology leadership and audiological expertise into broader adoption and stronger local execution,” said Eric Bernard, CEO of Sonova.
“By expanding design towards lifestyle-aligned solutions and healthy aging, transforming and growing our retail network, applying country-by-country discipline, and driving excellence in customer service and operations, we are confident in our ability to deliver above-market profitable growth and sustainable value creation. Execution will be supported by our culture of entrepreneurship and innovation.”
Source: Sonova
