The hearing aid industry in Germany is in a state of flux - characterized by an ageing society and socio-demographic changes. The demographic trend is a key growth driver: by 2035, the proportion of people over 65 will rise to over 28%. With the retirement of the baby boomer generation and the subsequent Generation X, which will follow in the coming decade, the demand for hearing solutions will continue to grow.
At the same time, consolidation within the industry is accelerating: market players are merging and large chains are becoming increasingly important. In this dynamic environment, precise market data, such as Nexiga's sales figures, provide valuable support for well-founded location selection and strategic expansion decisions.
Geobased target group analyses reveal details.
Demant buys Kind: Largest takeover in takeover in the company's history
The Danish hearing aid manufacturer Demant, founded in 1904, is taking over the German hearing aid chain Kind for around 700 million euros, as reported by Wirtschaftswoche. Demant intends to strengthen its presence on the German market with the takeover. Kind operates around 600 branches in Germany, which will continue to operate under the Kind name after the takeover (claim: "I have a child in my ear"). The owner family will then withdraw completely. Together, Demant and Kind will have over 900 stores in Germany and more than 4,500 worldwide, making them number one in the German market. For Demant, this is the largest acquisition in the company's history.
The sector is characterized by increasing consolidation. Large chains are increasingly dominating the market. Smaller, independent hearing care professionals are often bought up or seek cooperation in order to remain competitive. Despite this development, the need for personal advice and individual support remains high, which continues to offer opportunities for smaller businesses.
Distribution of branch locations
Our map (PDF) compares the branch networks of Kind and its competitor Geers Hörakustik, which was acquired by Swiss Sonova Holding AG (including brands such as Hansaton and Phonak) in 2018, at the level of the 400 districts and independent cities in Germany. There is a clear geographical overlap: Both chains are represented in 181 districts and independent cities, resulting in almost nationwide coverage in a corridor from Cologne to Rügen. In 67 districts, on the other hand - particularly in parts of Bavaria and northern Hesse - both brands have so far lacked a presence.
Particularly in rural regions, which are currently mainly supplied by smaller competitors and owner-managed specialist stores, demographic ageing is progressing noticeably and therefore offers potential for future market development.
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Precise target group planning: Age groups make it easier to identify target groups with similar interests and consumption habits. By linking with geographical data, areas can be identified in which certain age groups are represented above average. This approach supports well-founded location decisions and enables the targeted regional management of marketing measures.
Success factors in an ageing society
A key driver for the hearing aid industry is demographic change: as age-related hearing loss increases significantly from the age of 50, the need for modern hearing aid fittings is growing steadily.
At the same time, the needs of the older population are changing. Today's senior citizens are more health-conscious, more tech-savvy and willing to invest more in their quality of life. Many already use digital technologies and value modern, networked solutions. The demand for hearing aids that are not only functional, but also aesthetically pleasing, unobtrusive and equipped with additional smart functions is increasing accordingly.
This development is clearly reflected in the market dynamics. The German hearing aid market is currently growing by around three to five percent annually. Innovative technologies are becoming increasingly important. Today, hearing aids are often equipped with Bluetooth, smartphone apps, artificial intelligence and other smart functions that improve the hearing experience and offer additional health functions. At the same time, many providers are increasingly focusing on hybrid sales models that enable a combination of brick-and-mortar stores and digital services.
Overall, the future prospects for the industry are extremely positive. Demographic change will further increase the demand for hearing solutions. At the same time, technological innovations such as hearing-supporting wearables or hearing aids that may be sold over the counter in the future are driving change in the industry. Political and healthcare policy conditions, such as reforms in the area of cost coverage by health insurance companies, will also have a significant influence on the further development of the hearing aid industry in Germany.
Socio-demographic data from Nexiga provides a valuable basis for well-founded location decisions and sustainable market success. In addition, product-specific sales figures enable a precise assessment of the sales potential of individual specialist stores and relevant specialist departments in department stores.
