Sonova’s 2026 strategy focuses on AI-powered hearing aids and rechargeable custom in-the-ear models, while divesting the Consumer Hearing business (Sennheiser-branded premium audio). For anyone shopping for hearing aids, this signals a sharper emphasis on advanced prescription devices and clinical support rather than over-the-counter alternatives.
If you’ve been watching the hearing aid landscape, Sonova’s recent moves may feel like a pivot that directly affects your next purchase. The Swiss parent of Phonak and Unitron posted CHF 3,605.9 million in sales for the 2025/26 financial year, up 5.9% in local currencies. That growth wasn’t just about selling more units; it came alongside a strategic decision to exit the Consumer Hearing business (Sonova’s Sennheiser-branded premium consumer audio line) and double down on core hearing instruments and cochlear implants. For US buyers, this means the technology inside prescription hearing aids is accelerating, but the path to a lower-cost, direct-to-consumer device from Sonova is closing. We unpack what the company’s strategy means for how you evaluate hearing aids today.
Sonova’s 2026 strategy doubles down on prescription hearing aids fitted by licensed audiologists, moving away from over-the-counter and direct-to-consumer devices as it prepares to launch a new AI-enabled platform in the second half of 2026.
Sonova’s 2026 Strategy at a Glance
On March 23, 2026, Sonova presented a renewed plan to strengthen its market leadership and set an ambition to reach CHF 6 billion in revenue by the 2030/31 financial year. The company expects consolidated sales growth of 5 to 8% and core EBIT growth of 7 to 10% for the 2026/27 financial year at constant exchange rates. A key part of the strategy is divesting the Consumer Hearing business, which operates premium consumer audio under the Sennheiser license (headsets, earbuds, and loudspeakers), so that Sonova can concentrate resources on hearing instruments and cochlear implants. This sharpened focus is already visible in product launches that push AI-powered speech understanding and the first rechargeable custom in-the-ear (ITE) solution in Sonova’s portfolio.
AI-Powered Hearing: Phonak Infinio Ultra
During the 2025/26 financial year, Sonova launched Phonak Infinio Ultra in October 2025, further advancing AI-supported hearing aid performance for enhanced speech understanding and ease of use. The platform processes sound scenes in real time, aiming to separate speech from background noise more effectively than previous generations. For you, this means conversations in crowded restaurants or family gatherings can feel less effortful. The AI engine learns your preferences over time, but it works within the prescription fitting set by your hearing professional, not as an unguided self-tuning tool.
The First Rechargeable Custom ITE from Sonova: Virto R Infinio
In 2025, Sonova introduced Virto R Infinio, its first rechargeable custom ITE hearing aid, which quickly gained substantial market share according to the company’s own reporting. Custom ITE devices have long appealed to people who want a discreet, in-the-canal fit, but they typically required disposable batteries. Virto R Infinio combines that low-profile design with lithium-ion rechargeability, addressing a common frustration. If you’re someone who dislikes handling tiny batteries, this model offers a practical alternative without sacrificing the cosmetic advantage of a custom-molded device. For a deeper look at how this product changed the category, see our coverage of the first rechargeable custom in-canal hearing aid.
A New AI Platform Coming in the Second Half of 2026
Sonova has also confirmed that it expects to launch a new AI-enabled hearing aid platform in the second half of 2026, part of the innovation pipeline underpinning its 2026/27 growth outlook. For buyers who are shopping right now, this timing matters. If you have flexibility, waiting a few months could give you access to a fresh generation of technology. If your hearing needs are pressing, the current Infinio Ultra generation is a strong starting point and most audiologists offer a trial period that lets you evaluate real-world performance before you commit.
Why Sonova Is Leaving the Consumer Hearing Market
Sonova’s decision to divest its Consumer Hearing business, announced on March 23, 2026, signals a deliberate move away from over-the-counter and direct-to-consumer devices under the Sennheiser license. The company is choosing to invest more heavily in prescription hearing aids and cochlear implants, where it sees stronger long-term differentiation. For buyers, this means Sonova brands will no longer be a source of lower-cost, self-fit OTC hearing aids. If you are looking for an entry-level, self-managed solution, you will need to consider other manufacturers. Our guide to the best rechargeable OTC hearing aids covers current alternatives in the direct-to-consumer market. If you value a professionally fitted device with the latest AI and rechargeable custom technology, Sonova’s focus may work in your favor.
Market Share Gains and US Growth
Sales in the United States rose by 9.1% in local currency in the 2025/26 financial year, driven by market share gains in the Wholesale business across the commercial market and in the US Department of Veterans Affairs (VA). This growth highlights that US clinics and government channels are adopting Sonova’s newer platforms. The Board of Directors will propose a dividend of CHF 4.70 per share for the 2025/26 financial year, the highest in the company’s history, reflecting confidence in the strategy. For you, a strong US presence means wider availability through local audiologists and VA clinics, but it also indicates that premium pricing may remain the norm for the latest technology.
What Innovation Means for Hearing Aid Buyers
The rapid pace of Sonova’s product pipeline, from Infinio Ultra to Virto R Infinio and the coming 2H 2026 platform, means the feature gap between mid-tier and premium hearing aids is growing. AI-driven noise reduction, hands-free calling, and rechargeable custom ITE designs are concentrated in top-tier models. When evaluating your options, ask your provider which specific features are available at each technology level. A model that shares the Infinio platform name may not include the full AI speech enhancement suite. We recommend comparing live demonstrations of speech-in-noise performance, not just spec sheets.
Limitations to Keep in Mind
Even with strong innovation, Sonova’s approach has trade-offs. Custom rechargeable ITE devices like Virto R Infinio typically offer shorter battery life per charge than behind-the-ear (BTE) models with larger batteries, which can matter if you stream audio for many hours. Premium AI features are locked to the highest price tiers, so budget-conscious buyers may not access the full speech-in-noise benefit. Additionally, Sonova’s exit from consumer hearing means there is no bridge product from Sonova for people who want a lower-cost, self-fitting step before committing to prescription hearing aids. These are genuine constraints to weigh against the technology gains.
How to Evaluate Hearing Aids in Light of Sonova’s Moves
Start by identifying your top listening challenges. If speech clarity in noise is your priority, ask to trial a device with AI-powered processing, such as Phonak Infinio Ultra, in real-world environments. If you value a nearly invisible fit and freedom from disposable batteries, explore the Virto R Infinio, but confirm realistic battery runtimes with your provider. Because Sonova is concentrating on the prescription channel, expect a professional fitting and follow-up care to be part of the purchase. If you are open to waiting for the next generation, ask your provider whether Sonova’s second-half 2026 platform launch will affect your fitting choices.
Bottom Line
- Sonova’s 2026 strategy funnels investment into AI-powered and rechargeable custom hearing aids, while exiting the Consumer Hearing business (Sennheiser-branded premium audio).
- Phonak Infinio Ultra and Virto R Infinio represent the newest technology, but their top features are reserved for premium price tiers.
- A new AI-enabled hearing aid platform is expected in the second half of 2026, which may influence timing for buyers with flexibility.
- US market share gains and a strong VA presence mean these devices are widely accessible through clinics, though direct-to-consumer Sonova options are disappearing.
- Rechargeable custom ITE models offer convenience but may have shorter battery life than BTE alternatives, a factor to discuss with your provider.
- When shopping for hearing aids, focus on real-world speech-in-noise performance and the level of professional support included, not just brand momentum.
FAQ
Where can I buy Sonova hearing aids in the US?
Sonova hearing aids, including Phonak and Unitron brands, are sold through licensed audiologists and hearing care professionals across the US. You can find a provider via the official Phonak website’s clinic locator. They are also available through the US Department of Veterans Affairs for eligible veterans.
What are the latest Sonova hearing aid models available in 2026?
The newest current models are Phonak Infinio Ultra, introduced in October 2025 and using AI to improve speech understanding, and Virto R Infinio, the first rechargeable custom in-the-ear hearing aid from Sonova, introduced in 2025. Both are part of the Infinio platform. Sonova has also confirmed that a new AI-enabled hearing aid platform is expected to launch in the second half of 2026.
How does Sonova’s new strategy impact the features and pricing of their hearing aids?
Sonova’s strategy concentrates innovation in the prescription channel. This means cutting-edge features like AI speech processing and rechargeable custom ITE designs appear in premium models with higher price points. The company’s exit from the Consumer Hearing business removes lower-cost, self-fit options from its portfolio, potentially narrowing the range for budget-focused buyers.
What is the significance of Sonova divesting its Consumer Hearing business for hearing aid buyers?
By divesting its Consumer Hearing business (Sennheiser-branded premium audio: headsets, earbuds, and loudspeakers), Sonova will no longer sell over-the-counter or direct-to-consumer hearing devices under its portfolio. Buyers seeking a professionally fitted, technology-rich hearing aid may benefit from Sonova’s sharper focus, but those who wanted an entry-level Sonova-branded OTC device will need to look elsewhere.
Are Sonova hearing aids good for speech understanding in noisy environments?
Yes, the Phonak Infinio Ultra platform uses AI to enhance speech understanding in background noise, a key area where Sonova has invested heavily. However, real-world performance can vary based on the specific technology tier and your hearing profile, so an in-office trial with background noise simulation is advisable.
What are the benefits of AI-enabled hearing aids like Phonak Infinio Ultra?
AI-enabled hearing aids can automatically adjust to changing sound environments, improve speech clarity in noise, and learn user preferences over time. The Phonak Infinio Ultra also supports Bluetooth connectivity for hands-free calls and media streaming, making it a versatile tool for daily communication.
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