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Summary of our market study
Since 2020, the global esthetic medicine and plastic surgery market has been witnessing significant growth. Despite the pandemic's initial impact causing a nearly 10% drop in value for Spain's market in 2020 to 2.6 billion euros, recovery was swift with demand picked up in 2021 influenced by factors such as increased personal savings during lockdowns and a shift in social dynamics leading to a heightened focus on virtual appearance. The industry is characterized by a high prevalence of non-surgical procedures, which held a 54.4% share of the global market. In terms of regional dominance, the United States leads with 45% of the sector’s revenue, followed by Europe at 25%, and the Asia-Pacific region at 23%. Technology plays a critical role in the market, with advancements enabling more effective, minimally invasive treatments.
The Spanish market specifically has seen a rise in the popularity of esthetic medicine, with 35.9% of the population using such services, and injectable treatments like botulinum toxin and hyaluronic acid being especially prominent. The market is supported by a professional base of 4,500 to 6,000 practitioners and over 5,000 medical clinics. Demand among younger demographics and a growing acceptance among males are key trends within Spain, suggesting diversity in consumer profiles and sustained market robustness.
Demand for Aesthetic Medicine on the Rise in Spain
Spain has been witnessing a significant surge in the popularity of aesthetic medicine, with an increasing number of the population—ranging from approximately 30.5% to 35.9%—opting for various non-surgical and surgical cosmetic treatments. Women predominantly dominate the market, although male participation has seen a considerable increase in recent years, indicating a broadening appeal across different genders. Facial treatments are the clear frontrunner in the aesthetic medicine arena, accounting for over 70% of procedures, with botulinum toxin (Botox) and hyaluronic acid injections being the most sought-after. On the other hand, treatments such as hair removal, calcium hydroxyapatite injections, and photorejuvenation also make up a significant portion of the market.
One distinct trend is the diversification of demand across different age groups. Younger individuals tend to seek treatments for reasons such as combating cellulite or reducing body fat, whereas older clients generally aim to minimize signs of aging, like hyperpigmentation and wrinkles. Men have shown a particular inclination towards hair treatments, making up nearly one-quarter of all aesthetic procedures among the male demographic. The Spanish aesthetic medicine market isn't just driven by domestic demand but is also buoyed by health and beauty tourism, with Spain positioned as a prime destination in Europe. Despite the setback caused by the global pandemic, the market is showing signs of robust recovery, fueled by increasing savings among the Spanish populace and a heightened demand from younger generations who are influenced by social media portrayals of beauty standards. The cumulative effect of such trends has led to substantial economic implications, with the average spend per clinic visit reaching nearly 1,000 euros. Women, on average, tend to spend slightly more than men, allocating around 573 euros compared to 493 euros for each session. Geographically, there's notable regional variance in market distribution, with autonomous communities like Madrid, Andalusia, Valencia, and Catalonia featuring prominently in terms of the number of authorized aesthetic medicine centers.
In conclusion, the interplay of changing sociocultural dynamics, financial factors, and technological advancements has positioned the aesthetic medicine market in Spain on a trajectory of growth, with a strong tilt towards non-surgical, minimally invasive procedures that promise a combination of natural results and convenience for an increasingly diversified consumer base.
Key Players in the Spanish Aesthetic Medicine and Plastic Surgery Sector The Spanish aesthetic medicine and plastic surgery industry is home to a range of key entities that play various roles in this burgeoning market. From esteemed professional associations to leading equipment manufacturers and prominent medical education institutions, the Spanish market is well-equipped with a robust infrastructure to support growth and innovation. Here's an overarching look at some of the principal players shaping Spain's aesthetic medicine landscape.
Professional Associations and Societies
- One of the cornerstones of the aesthetic medicine community in Spain is the Sociedad Española de Medicina Estética (SEME), the Spanish Society of Aesthetic Medicine. SEME serves as a national umbrella for various regional associations, ensuring that practitioners adhere to a standard of excellence and continuously enhance their expertise in line with evolving global trends. It offers education, sets practice standards, and provides a platform for practitioners to exchange knowledge.
- On a regional level, professional practitioners cluster into various associations dependent on their geographic location. These regional associations are crucial for maintaining a strong network of professionals who abide by the norms and guidelines laid down by SEME. They play a significant role in advocating for the interests of the community, organizing local events, and acting as a nexus for practitioners in their respective areas.
Equipment Manufacturers
- The market for aesthetic medicine is driven in part by innovative equipment manufacturers specializing in injectables, energy-based devices, and cosmeceuticals. These companies are at the forefront of technological advancement, providing the medical fraternity with the tools needed to perform non-invasive and invasive aesthetic procedures safely and effectively.
- Injectable manufacturers are crucial players, providing products like neuromodulators and dermal fillers. These injectables are central to numerous non-surgical procedures popular in Spain, such as botox treatments and volumizing enhancements.
- Energy-based device manufacturers contribute significantly to the arsenal of aesthetic medicine, with offerings across various technologies including laser, light, electromagnetic, ultrasound, cryolipolysis, and suction-based systems. These devices are utilized in a broad spectrum of treatments ranging from hair removal to skin rejuvenation.
- Cosmeceutical suppliers, meanwhile, bridge the gap between traditional cosmetics and pharmaceuticals, offering high-concentration, active ingredient formulas to complement aesthetic procedures. Their products are typically validated through stringent clinical testing and are integral to pre- and post-procedure care.
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Summary and extracts
1 Market overview
1.1 Definition and scope of study
The esthetic medicine and plastic surgery market comprises several distinct segments:
- Plastic surgery, a technique for reshaping the body by means of surgical interventions to correct a morphological abnormality or the external appearance of a patient's body;
- Esthetic medicine, which represents all non-surgical advice, care and treatment aimed at improving a patient's aesthetic appearance;
- Cosmeceuticals, products located halfway between cosmetics and drugs, which contain active ingredients for a particular dermatological treatment (wrinkles, dark circles, etc.).
Plastic surgery therefore exclusively includes surgical treatments on the patient's body, such as breast surgery, the most popular procedure. Esthetic medicine, on the other hand, can be practiced by general practitioners or specialists. The vast majority of cosmetic medicine procedures involve injections under the skin, for example to reduce wrinkles. Cosmeceuticals are most frequently used to correct skin aging, although their effectiveness has yet to be proven.
The world market for plastic surgery and esthetic medicine is growing rapidly, driven specifically by the dynamism of the Asian region, which is currently the main focus of global demand. However, the market remains largely dominated by the United States and Brazil. This growth can be explained in part by the boom in injectable substances, but also by the renewal of the equipment and technologies required for operations and treatments.
Spain is a country of reference for health and beauty tourism, generating a strong external demand. But this demand is equally strong at the national level, as a growing proportion of the population is using aesthetic medicine treatments: in 2020, 35.9% of the population used these procedures, an increase of +5.4 points in two years. This broadening of the consumer base for aesthetic medicine shows very promising prospects for the future of this market in Spain. [SEME]
1.2 The global market
The larger global aesthetic medicine and surgery market is composed of two segments:
aesthetic medicine (***) aesthetic surgery (***)
The global aesthetic medicine and surgery market was valued at USD **.** billion in **** and is expected to experience a *.*% CAGR until ****, reaching a value of USD **.** billion at the end of the forecasted period.
The growth of the market is supported by increasing aesthetic consciousness, increased acceptance of aesthetic procedures as a mean to modify one's appearance and technological advancements in surgical and non-surgical treatments.
Global aesthetic medicine and surgery market size World, ****-*****, in billion USD Source: ****
Aesthetic medicine is the fastest growing segment. From ****, the aesthetic surgery segment decreased by *.*%, while the aesthetic medicine segment increased by **.*%. Looking at a longer time frame, the figures are even more significant. As a matter of fact, from ****, the former experienced a growth of **.*%, while the latter increased by an impressive **.*%.
The accessibility of progressively advanced aesthetic devices that provide effective, time-saving and minimally invasive treatment is likely to be one of the main reasons for this growth. Aaesthetic medicine is increasingly used as a substitute to aesthetic surgery, as it provides effective and often immediate results eliminating some of the undesired characteristics and complications ...
1.3 The growing Spanish market
It is estimated that there are between *,*** and *,*** professionals practicing aesthetic medicine in Spain as of **** and *,*** medical clinics authorised by the Ministry of Health. At the end of ****, the Spanish aesthetic medicine market was approximated at *.** billion euros, up *.*% from **** [***]. First of all, many Spanish people saw their savings grow considerably during the pandemic because the spent much less money on social events. This phenoment increased their spending power. Furthermore, the time spent at home and in virtual meetings created some self image problems. Many plastic surgeons reported an increase in operations done in the facial area.
To project growth in this market, we analyzed the main factors behind the post pandemic explosion of the market. Three factors stood out :
The return of tourism : Spain has gained a position as one of the leading destinations for medical tourism in Europe. However, international travel still has not reached pre-pandemic levels. In ****, more than ** million tourists entered Spain, but in **** that number was just over ** million [***]. Spanish households' savings : savings reached an all time high in ***), when they represented over **% of households' income [***]. While this figure should decrease, this still means that some Spanish households still have more available income then they ...
1.4 The impacts of the Covid-19 pandemic
While it would be expected that the aesthetics medicine market in Spain would have been negatively impacted by the Covid-** pandemic and the consequences of the lockdowns imposed by the government to contain the spread of the virus, it seems as if the post-lockdown period helped boost the sector.
On average, each doctor performed treatments on *** patients per month in ****. This value is lower for the months at the beginning of the year (***), and higher towards the end of the year.
Average number of aesthetic medicine patients treated per doctor per month Spain, ****, in number of patients Source: ****
During the period of July to September ****, **% of doctors experienced a growth in demand due to post-lockdown issues: weight gain, tired skin, etc. Moreover, this period also experienced a growth in the number of patients due to the delay of treatments scheduled in the previous two months (***). On the flip side, **% of doctors suffered a significant decrease in the number of patients.
Impact of Covid-** pandemic on the number of patients of doctors Spain, ****, in % of doctors surveyed Source: ****
It is also interesting to understand the perception of doctors in regards to the demand for these treatments during ****. In the period of July ...
2 Demand Analysis
2.1 The growing popularity of aesthetics medicine in Spain
The popularity of aesthetics medicine among the Spanish has been growing strongly in recent years. In fact, between **** and ****, the percentage of the population using these services grew from **.*% to **.*% [***].
Percentage of the Spanish population using aesthetic medicine Spain, ****-****, in % of total population Source: ****
There are three main factors that are contributing the the growing popularity of this market:
Demand for a more natural, discrete and reversable beauty treatment An increase in demand from younger demographics for these types of treatments A small but steady growth in the number of male users
2.2 The most popular treatments
More than half of the patients of aesthetic medicine in Spain use this sort of treatment for their faces exclusively. **% use aesthetic medicine for both the face and body, and the rest use it only for their bodies [***].
Distribution of aesthetic medicine treatments by type Spain, ****, in % Source: ****
To show the significance of facial treatments among the Spanish population, we can use the percentage of time that doctors spend on different treatments. As can be seen in the graph below, in ****, **% of the doctors' time was spent on facial treatments, and only **% was spent on body treatments.
Time spent by doctors on different aesthetic medicine treatments Spain, ****, in % of total time Source: ****
In regards to the "other treatments", we see that hair treatments and nutrition treatments are the most popular.
Time spent by doctors on aesthetic medicine treatments (***) Spain, ****, in % of total time Source: ****
The two most popular treatments among the Spanish are injectable fillers (***). It is also interesting to note the difference in the treaments being demanded by younger demographics, versus older ones.
For younger people, the main purposes of using aesthetics medicine are:
to get rid of cellulite to reduce body fat
On the other hand, the main treatments ...
2.3 The reasons for using aesthetics medicine
In general, the main reasons why the Spanish use aesthetics medicine are to improve their appearance and to look good. However, the purpose of these treatments tends to vary depending on the age of the person getting the treatment.
The younger Spaniards use aesthetics medicine to increase their self-esteem and to show the best version of themselves, while older people do it to reduce the signs of ageing.
The main reason for men to use aesthetic medicine is to maintain a younger look. Hair treatments are the most popular among men, with **% of male consumers choosing this. In second place is body treatments (***). It is interesting to note the difference in treatments being operated on men and on women; women tend to rather opt for facial treatments as their main priority.
Most popular treatments for men Spain, **** Source: ****
2.4 The consumers of aesthetic medicine
Aesthetic medicine is much more popular among women than men, although this has been changing. The number of men using these sorts of treatments in Spain has been growing strongly in recent years.
As of ****, * out of ** Spanish women, and * out of ** Spanish men, are consumers of aesthetic medicine.
When it comes to facial, body and hair treatments, the consumer profile is around **-** years old. For treatments relating to the reducing the impacts of ageing on the body, then consumers tend to be **-** years old [***].
As a whole, the average age at which people are using aesthetic medicine in Spain is decreasing, with more and more younger people undertaking such treatments. This has been mainly due to social media, which is making younger consumers (***) want to use some of these treatments, as they are becoming aware of some "beauty standards" set by people online.
The treatments the younger demographics are using are mainly to do with lip fillers and other preventive treatments with botox.
Finally, in terms of spendings on aesthetics medicine, the average amount of money spent by those that undertake these treatments (***) is nearly €*,***. The average amount spent per treatment also varies depending on the gender of ...
3 Market structure
3.1 A market structured around equipment manufacturers and practitioners
The aesthetic medicine value chain includes several steps. First, raw materials are supplied to the equipment manufacturers, which transform them to produce the medical equipment. The latter is then bought by doctor facilities, hospitals and aesthetic medicine centers and it is finally used to perform a non-surgical procedure on the end patients.
A distinction is made between two main types of actors present on the market for aesthetic medicine: manufacturers of aesthetic equipment and practitioners or care institutions.
*) Equipment manufacturers
The manufacturers' market is characterized by a key specialization due to the demanding technology and costs of medical equipment for aesthetic purposes. There are three main segments within the market: injectables, energy-based equipment and cosmeceuticals.
Injectables are chemical substances inserted into the skin with a needle that support muscles or plump up the skin, lessening the appearance of wrinkles. The two main types of injectables are neuromodulators, such as the botolinum toxin, which are used to weaken and paralyze the muscles in the face and dermal fillers, such as hyaluronic acid, which sit under the skin to provide volume and support in multiple areas of the face. Energy-based devices are the devices used by practitioners to perform an aesthetic medicine ...
3.2 Where aesthetics medicine practice takes place
Aesthetics medicine is a practice that tends to be mostly private in Spain, so it is not a medical speciality of the MIR (***). The Autonomous Communities of Spain are in charge of authorising those centres that can offer aesthetic medicine services, guaranteeing compliance with the specific epigraph U.**.
It is estimated that there are between *,*** and *,*** professionals practising aesthetic medicine on a regular basis in Spain. Moreover, as of ****, there are ** education institutions around the country that offer courses that allow professionals to specialise in the field of aesthetics medicine.
In the last three years the number of centres authorised by the Ministry of Health to practice aesthetics medicine in Spain has increased by **%, reaching *,*** medical clinics [***].
Number of centres practicing aesthetics medicine Spain, ****-****, in units Source: ****
Geographically, the top * autonomous communities of Spain in terms of number of centres authorised to practice aesthetics medicine are:
Madrid Andalusia Valencia Catalonia Aragon
In order to conduct an aesthetic medicine procedure, **% of consumers go to centres recommended by their family and friends. Meanwhile, the younger demographics tend to opt for the internet to inform themselves on the treatments and centres.
3.3 Geographical distribution
In Spain, the practitioners of aesthetics medicine are grouped in associations by the region in which they operate in. These associations are all affiliated to SEME (***). Below are all the associations that exist in Spain.
Source: ****
4 Analysis of the offer
4.1 The treatments and techniques used in aesthetic medicine
There is a wide range of techniques and treatments used in aesthetic medicine in Spain. The Spanish Society of Aesthetic Medicine (***) outlines the main techniques and treatments available.
Source: ****
4.2 Price analysis
Non-surgical procedures
Surgical procedures
Here are the prices of the most common procedures according to the sex of the patient
4.3 Tendances de l'offre
En ****, le marché de la médecine esthétique en Espagne présente plusieurs tendances qui révolutionnent le secteur et redéfinissent les normes de beauté. Voici quelques-unes des tendances les plus marquantes :
La personnalisation des traitements : L'intelligence artificielle (***) et les algorithmes d'apprentissage automatique permettent de créer des plans esthétiques individualisés basés sur les caractéristiques uniques de chaque personne, telles que la structure du visage et le type de peau.
Procédures non invasives : ces traitements, tels que les traitements au laser et par radiofréquence, devraient continuer à gagner en popularité en raison de leurs résultats efficaces sans nécessiter d'intervention chirurgicale ou de longues périodes de récupération.
L'éducation et l'autonomisation des patients : Les patients sont de mieux en mieux informés et utilisent les ressources en ligne pour mieux comprendre les traitements, ce qui leur permet de prendre des décisions esthétiques plus réfléchies.
Traitements hybrides : la combinaison de différentes technologies, telles que la radiofréquence et les ultrasons, deviendra courante pour offrir des résultats plus complets et plus efficaces en moins de temps.
Résultats naturels : la tendance à une apparence plus naturelle prévaut, ...
5 Regulation
5.1 Regulations
The regulations governing the practice of aesthetics medicine in Spain are set out in the standard UNE-EN *****:****+A*:**** - "Aesthetic Medical Services and Non-Surgical Medical Treatments" [***].
This is a European regulation that regulates the quality of Aesthetic Medicine services in its entirety, such as the training required for the professionals who practice it, the minimum requirements of the facilities, patient care by non-medical collaborators, marketing and advertising regulations, emergency protocols, etc.
The SEME (***) also sets out some of the regulations for aesthetics medicine in Spain. Below is the current legal situation as set out by SEME [***].
From **** onwards, Royal Decree ****/**** on "general bases of health centres, services and establishments" defines unit U.** as Aesthetic Medicine Units (***). Creation of associations or collegiate sections of Aesthetic Medicine in the Medical Colleges. Since ****, the Medical Associations have initiated the possibility for those members who so wish to obtain a diploma of training in Cosmetic Medicine according to the scale established by the WTO.
6 Positioning of the players
6.1 Segmentation
- Clínica Dorsia Cirugía y Medicina Estética
- Clínica Estética Massana Burgos
- Clinica Medicina Estetica Majadahonda - MAWA CLINIC
- Eternal Beauty Clínica Centro De Estética
- Clínica Medicina Estética Córdoba
- SEME (Sociedad Española de Medicina Estética)
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