The cosmetic surgery market - Italy (2024)

1.2 The global market

The global cosmetic surgery market is an ever-expanding field, fueled by a growing demand for aesthetic treatments that aim to improve the physical appearance of individuals. This market includes a wide range of procedures, both surgical and nonsurgical, ranging from rhinoplasty and liposuction to laser treatments and botox injections. The popularity of these procedures is growing worldwide, supported by factors such as technological innovation, increased affordability, improved surgical techniques, and a change in social norms that value aesthetics and personal well-being.

The global market for cosmetic medicine and surgery was valued at $**.* billion in **** and is expected to grow at a CAGR of ** percent through ****, reaching a value of $** .* billion at the end of the period.

Global cosmetic surgery market value World, ****-****, in billions of dollars (***) GlobeNewswire

Globally, the most popular cosmetic procedures among consumers include liposuction, which ranks first with a preference of **.* percent, followed by additive mastoplasty at **.* percent, eyelid surgery at *.* percent,abdominoplasty at *.* percent, breast lift at *.* percent, and rhinoplasty at *.* percent. Less popular but still popular treatments include gluteoplasty, which registers a preference of *.* percent, andlip volume enhancement (***) at *.* percent. This distribution of preferences underscores the variety of cosmetic surgeries that address different consumer needs ...

1.3 The local market

Although it may seem surprising, in Italy, Aesthetic Medicine and Plastic Surgery are legally categorized as offshoots of General Medicine and Surgery, without specific recognition as autonomous specializations.

This situation stems from an outdated regulatory framework that does not give 'Plastic Surgery' or 'Aesthetic Medicine' the status of universally recognized specializations, unlike most other medical disciplines. As a result, Italian universities find themselves unable to establish schools dedicated exclusively to training in Plastic Surgery and Aesthetic Medicine, precluding the issuance of regulated specialization degrees. To make up for this shortcoming, some academic institutions have introduced specialization courses in Plastic Surgery, Aesthetic and Reconstructive Medicine, which, however, only confer certificates, lacking the same legal value as diplomas issued in the name of the Italian state.[***]

For these reasons, when examining market trends in the sector, we consider specialist medical services (***); specifically, we show an increase in turnover of **.* percent between **** and ****. A slight decrease of *.* percent is observed in **** , followed by a significant recovery in ****, with an increase of **.* percent.

Value of turnover enterprises active in specialty medical practice services Italy, ****-****, in billion euros (***) Istat

Italy ranks eighth in the world, with ***,*** aesthetic treatments performed in ****. There were ***,*** surgical procedures, with ...

1.4 Impact of Covid-19

The impact of the COVID-** pandemic on aesthetic medicine in Italy was marked, with a higher rate of temporary clinic closures than the global average(***). This period also saw a reduction in clinic opening hours, a decline in demand for aesthetic treatments due to both safety concerns and economic losses, as well as a tightening of sanitation regulations.

Pandemic-induced changes on the aesthetic medicine industry World, Italy, ****, % ISAPS

Globally, by ****, **.* percent of companies had reported that they had already reached pre-pandemic levels, while in Italy this percentage was ** percent. This indicates that Italian companies had a slower recovery than the global average. As for a medium- to long-term recovery, **.*% of Italian companies expected a recovery in *-** months and *.*% in *-* years. In addition, *.*% of Italian companies believed that the recovery would take more than * years.

interestingly, **.*% of Italian companies believed that their daily operations would never return to pre-pandemic levels, a higher percentage than *.*% globally.

Expectations for post-pandemic recovery of the aesthetic medicine industry World and Italy, ****, % Isaps

1.5 Beauty Tourism: boom in cosmetic surgery abroad

Medical tourism represents a growing sector in recent years. The sector is flourishing enough to include dedicated portals and specialized travel agencies, which offer all-inclusive foreign vacations of stay and surgery. The trend attracts more patients from affluent areas in low-income countries: lower costs, no waiting lists and less restrictive laws. However, this trend of low-cost surgery hides critical issues.

High-quality surgery cannot be offered at low cost. The phenomenon of medical tourism conceals potential post-operative risks and difficulties. A patient undergoing surgery abroad may find himself without adequate support in case complications emerge, necessitating additional travel or relying on a surgeon in his own country who did not perform the original operation. Taking an augmentation mammaplasty as an example, it is crucial to observe an absolute rest period to prevent complications such as implant displacement or capsular contracture. Postoperative visits are crucial for a proper course and typically take place after *, *, and ** days for dressings, followed by follow-ups at ** days, * months, and ** months, unless complications require immediate surgeon intervention.

Cost savings drive many to medical tourism, but at the risk of their own health. In Italy, strict regulations aim to ensure the experience and professionalism of surgeons, the reliability of ...

2.1 Demand characteristics

In the annual analysis of the Italian medical and surgical landscape, it shows that, on average, more than one million procedures are performed each year, with a surprising predominance of procedures for aesthetic purposes, which account for more than **% of the total.

The market for aesthetic treatments in Italy is significantly influenced by female demand, which amounts to**.* percent of the total number of procedures, both medical and surgical. This figure not only underscores a growing male interest in these services, but also reflects a broader trend toward acceptance and desire for personal aesthetic improvement.

Gender of cosmetic surgery treatment users in Italy Italy, ****, % Medical Promotion

As of ****, the predominant demographic segment in Italy is adults over the age of **, who make up about ** percent of the total population[***]. However, these figures, currently considered stable, project an uncertain future, given the continued decline in birth rates and the average number of children per woman, placing Italy in a worrisome position globally for future demographic sustainability. Older age is inevitably associated with greater interest in aesthetic treatments, with a high average age among patients accessing these services. Nevertheless, there is an emerging trend toward the adoption of aesthetic treatments even at a ...

2.2 Demand drivers

Young people's interest in cosmetic surgery is growing alarmingly, in a cultural context deeply influenced by ideals of aesthetic perfection conveyed by social media. This trend, particularly evident among adolescents as early as age **, is fueled by the desire to conform to the standards of beauty promoted by reference figures in the virtual world, prompting many to seek social acceptance through physical modifications such as increased lip volume or cheekbone definition.

One of the most alarming issues is the use of do-it-yourself kits for aesthetic treatments, available online at negligible cost. The easy access to such tools, often accompanied by instructions via internet tutorials, poses a significant risk to adolescent health and safety. In the United States there has been a surge in plastic surgeries among young people under the age of **, a phenomenon that is also gaining ground in Italy with an increase in requests for minor cosmetic procedures. The situation in Britain has called for strict legislative measures, such as a ban on botulinum treatments for minors, highlighting the seriousness of the problem dubbed "toxic teen generation" to emphasize the dangers of using botulinum toxins at a young age.

In Italy, the Italian Society of Aesthetic Medicine has sounded ...

2.3 Research interest (regional analysis)

In analyzing the data on online search interest in different Italian regions for the keyword "cosmetic surgeon," it is observed that the distribution of searches varies significantly by geographic location. This interest is measured on a scale from * to ***, where the value *** represents the location with the highest search frequency proportional to the total number of searches made in that specific location. In contrast, a score of ** denotes a locality where the number of searches is half that of the locality with the highest score, while a value of * is indicative of a locality for which insufficient data has been recorded.

it is important to note that a higher value on this scale indicates a higher percentage of searches relative to the total, rather than a higher absolute number of searches. This means that a smaller region, where the keyword "cosmetic surgeon" constitutes, for example,** percent of total searches, will score twice as high as a larger region where the same keyword constitutes only ** percent of total searches. This method of calculation provides a more accurate indication of the relative interest in the keyword "cosmetic surgeon" in different locations, allowing us to accurately identify the geographic areas in which this term ...

2.4 New demand trends

In ****, the cosmetic surgery landscape promises to be full of innovations, with a growing interest in treatments that provide natural and harmonious results. The focus shifts to post-menopausal surgeries and breast reduction, testifying to a desire for balanced and comfortable proportions. In parallel, lipofilling is gaining acceptance for its versatile applications in body reshaping, enhancing natural beauty through fat transfer.

Analysis of web search trends reveals marked interest in botox, up ** percent, and a remarkable** percent increase in microneedling, which stimulates collagen and elastin production for a rejuvenating effect. Non-surgical rhinoplasty is also registering increasing curiosity, with searches increasing by ** percent.

Among the most sought-after nonsurgical treatments in **** are nonsurgical fat reduction, fillers, hair restoration, toxins such as botox, facial lasers, and therapies for scars, acne, and laser hair removal. These noninvasive procedures are confirmed favorites for their effectiveness and minimal recovery times.

In the field of plastic surgery, prominent treatments include additive mastoplasty, rhinoplasty, abdominoplasty, liposuction, and vaginal rejuvenation, with a special interest in procedures that emphasize naturalness and shape harmony.

New trends in cosmetic medicine and plastic surgery for **** reflect a growing demand for results that not only improve the outward appearance, but are in tune with the personal ...

3.1 Market structure and dynamics

In the Italian surgery market, there are several players who play crucial roles in the provision of surgical services and the supply of medical devices and equipment. Reference is made to:

Public Hospitals: public hospitals represent a significant part of the surgery market in Italy. They provide a wide range of surgical services, from basic to specialized treatments, and play a key role in providing accessible health care to all citizens. Private Hospitals: private hospitals offer surgical services for a fee and often provide a wider range of services than public hospitals. Many patients choose private hospitals to access specialized treatments or to reduce waiting times. Private Surgeons: private surgeons may operate in private facilities or private hospitals, offering a wide range of surgical services. Some private surgeons specialize in specific areas of surgery and are often sought after for their experience and expertise. Medical Device Manufacturers: companies that produce medical devices, such as surgical instruments, operating room equipment, and diagnostic devices, play a crucial role in the Italian surgery market. These companies provide state-of-the-art equipment and technology to support surgical practices. Medical Device Distributors: Medical device distributors play an important role in the surgery market, providing a range of surgical ...

3.2 Value Chain

The value chain in the cosmetic surgery market describes the stages through which a cosmetic surgery service passes, from start to finish, highlighting how value is added at each stage of the process. This chain consists of several key elements that together contribute to the delivery, implementation, and success of cosmetic surgical treatments. Below is a general overview of the key components of the value chain in the cosmetic surgery industry:

Training and Education: cosmetic surgeons and medical staff must be highly skilled and constantly updated on the latest techniques and technologies. Continuing education is essential to ensure the safety and effectiveness of treatments. Consultation and Evaluation: the initial phase of patient contact, where wishes and expectations are discussed, followed by a thorough medical evaluation to determine the most appropriate treatment. Provision of Surgical Services: this is the central phase where surgical interventions take place. It includes preparation, surgery, and immediate postoperative monitoring. Post-Operative Care and Follow-Up: Includes monitoring of healing, management of pain and complications, and follow-up visits to ensure the best possible outcomes.

3.3 Main actors

To get an overview of the companies using the service taken under analysis, we consider Ateco Code **.**.**, which includes medical examinations and treatment in the field of specialist medicine performed by specialist physicians.

4.1 Type of Offering

Cosmetic surgery offers a wide range of treatments to improve the appearance and, in some cases, the function of various parts of the body.

Treatments for the face

Rhinoplasty: modifies the shape of the nose to improve cosmetic appearance or nasal function. Blepharoplasty: removal of excess tissue from the eyelids for improved vision and a more youthful appearance. Facelift (***): reduces signs of aging by removing excess skin and firming underlying tissue. Otoplasty: changes the shape of the ears, often to correct floppy ears. Fat Grafting - Face: improves the volume and contour of the face by fat transfer. Dermal fillers and Botox: reduce wrinkles and improve facial volume through injections.

Body Treatments

Liposuction: removes excess fat from specific areas of the body to reshape the contour. Abdominoplasty (***): removes excess skin and fat from the abdomen and restores weakened or separated muscles. Gluteal Augmentation: improves the volume and shape of the buttocks through implants or fat transfer. Breast Reduction: removes excess breast tissue to relieve discomfort and improve body proportion. Breast Augmentation: increases breast volume through implants. Arm and Thigh Lift: removes excess skin and fat to tone and trim arms and thighs.

Treatments for the extremities

Hand surgery: includes procedures to ...

4.2 Prices

The cost varies depending on a number of factors that will be analyzed in detail by the specialist. The main ones are:

The type of surgery required; The difficulty of performance; The duration of the operation and the entire course, in the case of treatments that require multiple sessions; The type of anesthesia (***); The place of performance, whether outpatient, clinic or day-hospital. The type of health facility where the surgery is performed.

Cost of cosmetic surgery for the Breast

Cost of cosmetic surgery for the Face

Cost of cosmetic surgery for the body

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4.3 The impact of artificial intelligence

The evaluation of aesthetic results in cosmetic surgery is characterized by broad subjectivity and lacks solid scientific evaluation. In fact, it mostly resides on objectives that are not seemingly well defined and on subjective measures that rest their bases in most cases on the point of view of patients or practitioners.

In the face of the increasing use of cosmetic surgery, which has led to an exponential increase in the demand for all types of procedures, the need to gain a better understanding of aesthetics and beauty has emerged as an increasingly necessary and urgent element, along with reliable and objective outcome measures that can allow for an unambiguous definition of what is perceived as beautiful and attractive. In recent times, when medicine is becoming increasingly evidence-based, the recognition of the relevance of an evidence-based approach to cosmetic surgery as well seems no longer postponable. Given the many limitations of conventionally used tools in evaluating outcomes of cosmetic surgeries, advanced artificial intelligence is being used.

Despite this, researchers at the American University of Beirut Medical Center, Lebanon, conducted a review paper, published in Aesthetic Plastic Surgery, which aimed to analyze the available evidence regarding the advantages and limitations of this technology ...

5.1 Rules and regulations

In the context of cosmetic surgery in Italy and Europe, regulations are established to ensure the safety, effectiveness, and quality of services. In Italy, cosmetic surgery is regulated mainly by Italian law and by guidelines established by the Order of Physicians and professional plastic surgery associations, such as the Italian Association of Aesthetic Plastic Surgery (***).

Standards of Practice: there are clinical guidelines and standards of practice governing aesthetic surgical procedures, including standards for the environments in which procedures are performed, which must be adequately equipped to ensure patient safety. Informed Consent: Informed consent is required from the patient, who must be adequately informed about the risks, benefits, alternatives, and possible complications of the procedure. The Italian Privacy Act (***) also establish the need to protect patients' personal data, including health-related data, by ensuring that consent to data processing is specific, informed, and documented in writing. In the specific context of cosmetic surgery, informed consent takes on special importance given the elective and not always medically necessary nature of such procedures. Therefore, it is essential that the patient receive complete and detailed information in order to make an informed choice.

At the European level, regulations may vary, but the European Union is working ...

6.1 Segmentation

• Cdi Centro Diagnostico Italiano
• Centro di Medicina
• C.D.C. Centro Polispecialisti
• H San Raffaele Resnati
• Centro Italiano Di Diagnostica Medica Ultrasonica S.p.a.
• Poliambulatorio Dalla Rosa Prati
• Centro Medico Privato Lazzaro Spallanzani
• Affidea Plastica