Demant to challenge arch rival: "We've got a chance and we're ready to fight them"

The hearing aid titan Sonova from Switzerland is powering ahead, beating the Danish firm Demant on all markets. Still, the latter company's CEO dismisses that the competition is already out of reach. "We're ready to fight," he says.

Demant CEO Søren Nielsen Photo: Niels Hougaard/Jyllands-Posten/Ritzau Scanpix

Within the hearing aid industry, the 'five greats' – Danish companies Demant and GN Hearing, merged group WS Audiology, US company Starkey and Swiss Sonova – tend to dominate the global hearing aid market.

For many years, they've battled for the leading position within the market, breathing down each other's necks. But now one company is distinguishing itself.

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