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Summary and extracts
1 Market Overview
1.1 Introduction
Wellness centers are facilities dedicated to the care and improvement of individuals' physical, mental, and emotional well-being. These spaces offer a wide range of services and treatments, which may include spa, massage, beauty treatments, holistic therapies, physical activities such as yoga and pilates, and more. The main goal of a wellness center is to promote health and relaxation, helping people detach from their daily routine and stress, and encouraging a healthier, more harmonious lifestyle.
The existence of wellness centers is rooted in the growing awareness and importance attached to personal well-being in modern society. In an era characterized by hectic schedules, work pressure, and constant digital connection, the need to find spaces and moments for relaxation and self-care has become increasingly evident. These centers offer a haven where people can focus on their well-being through practices that rebalance the body and mind.Additional services that can be found within a spa, but not generally found in a spa, definitely include:
- Massages: the wide variety of treatments available is carefully designed to meet and satisfy the needs and preferences of a diverse audience: from specific treatments for the reduction of skin imperfections, such as the effect known as "orange peel," aimed at a female clientele who aspire to a refined silhouette, to Hawaiian-inspired massages designed for those seeking a deeply relaxing experience. For couples who wish to celebrate occasions of intimacy and romance, massage sessions performed with aromatic candles or exclusive treatments are offered. In addition, for connoisseurs of gustatory virtues, massages employing elements such as chocolate or coffee are offered, offering a sensory journey that combines palate pleasures with physical well-being.
- Chromotherapy treatments: also known as color therapy, it is based on the principle that colors have the ability to influence an individual's mood and physical condition. Each color emits a specific frequency and possesses unique properties that can stimulate healing and improve overall well-being. In wellness centers, color therapy treatments can be integrated into various wellness experiences such as ambient illumination, colored water and guided visualization.
- Aromatherapy treatments: rely on the use of essential oils extracted from plants, flowers, herbs and trees to promote physical and emotional well-being. These oils can be diffused into the environment, applied directly to the skin during massages, or added to hot baths. Each essential oil has unique properties and can be used to treat different ailments or promote specific states of mind
- Halotherapy treatments: this type of treatment has ancient origins and involves recreating the natural environment of salt caves found in countries such as Poland, Germany, and Russia. The walls and ceiling are completely covered with salt, which is ionized by a special machine and nebulized into the room so that it can be inhaled. Inside the room the humidity varies from 40° to 60° while the temperature is around 20°. The main beneficial effects of this practice are mainly on the respiratory tract.
- Vinotherapy treatments: this is a relaxing bath inside a barrel totally filled with red wine. Lambrusco, Sauvignon and Chianti are the most commonly used wines to fight free radicals and give the skin a younger, more toned appearance or to fight cellulite.
In 2023 the world market for spas and wellness centers reached a total value of 87.63 billion dollars. Sustained growth in the industry is expected in the near future. For the period 2023-2030 a compound annual growth rate (CAGR) of 16.76 percent under which the global market could reach a value of 259.25 billion dollars. The wellness tourism market is estimated at $650.7 billion in 2022. Again, sustained growth is expected globally. A compound annual growth rate (CAGR) of 16.6 percent is estimated between 2022 and 2027, under which the global market could reach a total value of $1396.4 billion in 2027.
This study focuses on the specific wellness center market in Italy, analyzing consumption trends, competitive dynamics and growth prospects for the sector. For information on related markets, such as spas, see the specific studies available in the Businesscoot catalog.
1.2 The global market
In ****, the global spa and wellness center market reached a total value of $**.** billion. Sustained growth of the industry is expected in the near future. A compound annual growth rate (***) of **.**% is projected for the period ****-**** under which the global market could reach a value of $***.** billion by the end of the period.
Global SPA market World, ****-****, in billions of dollars FortuneBusinessInsights
In ****, Europe represents the largest segment of the world market, garnering **.* percent of the total value alone. It is followed by North America and the Asia Pacific region with shares of **.* percent and **.* percent, respectively. Latin America and the Middle East contribute *.* percent and *.* percent of the total value while the Sub-Saharan Africa zone holds a *.* percent share. SPA market, breakdown by geographic area World, ****, % GlobalWellnessInstitute The wellness tourism market is estimated at $***.* billion in ****. Again, sustained growth is expected globally. A compound annual growth rate (***) of **.* percent is estimated between **** and ****, under which the global market could reach a total value of $****.* billion in ****. Wellness tourism market World, ****-****, in billions of dollars GlobalWellnessInstitute In terms of the market value breakdown, North America collects **% of the total value in ****. This is followed by Europe and the ...
1.3 The Italian market
With regard to the Italian wellness center and spa market, there was a sharp decrease in the total turnover of the sector between **** and ****. During the period analyzed, total turnover fell from ***.* million euros to ***.* million euros, representing a contraction of **.* percent. The outbreak of the pandemic in **** seems to have had major repercussions on the industry: between **** and ****, total turnover decreased by **.*%.
Total turnover of active enterprises under Ateco Code **.** "Services of physical wellness centers" Italy, ****-****, in millions of euros Istat
As for the total revenues of the wellness sector in Italy, there is substantial stability between **** and ****. During the period analyzed, total revenues increased from $*.** billion to $*.** billion, representing a modest increase of *.**%. In this, too, the outbreak of the pandemic seems to have severely undermined the chances for growth: between **** and ****, total revenues contracted by **.*%. However, between **** and **** there is sustained growth in the industry, with total revenues increasing by **.*%. Total revenues of SPAs Italy, ****-****, in billions of dollars GlobalWellnessInsitiute Finally, with regard to wellness tourism in Italy, between **** and **** the value of the market appears to be growing. During the period analyzed, the turnover attributable to wellness tourism grew by **.* percent, from $**.* billion to $**.* billion. ...
1.4 The consequences of the Russian-Ukrainian conflict
The outbreak of the Russian-Ukrainian conflict in February **** led to, among other things, a general increase in price indexes. The sector related to wellness and personal care is not exempt. Between January **** and January ****, the consumer price index for personal care goods and services shows an increase of *.* points. This means that over a **-month period, consumer prices have risen by *.* percent. Compared to ****, the price increase stands at **.* percent.
Consumer price index for personal care goods and services Italy, ****-****, base ****=*** Istat
2 Demand analysis
2.1 Demand in Italy
in order to analyze the demand for wellness centers in Italy, the preferences of Italians for their trips, the trend in the number of wellness trips in Italy, and the interest index of the Italian population are analyzed.
Regarding the first aspect, in **** **% of Italians say they have taken a health and/or wellness vacation in the previous * years. Higher shares of the population are found only in the cases of mountain vacations (***). Travel choices (***) in the utlimi * years Italy, ****, % OsservatorioTurismoVeneto Regarding the trend in the number of trips attributable to wellness tourism, between **** and **** there is a decline in the number of trips. During the period analyzed, the total number of trips decreased from **.* million in **** to **.* in ****, marking a contraction of **.* percent. After the decline in **** (***), a slow recovery of travel flows to Italy seems to be emerging.
Evolution of the number of wellness tourism trips Italy, ****-****, in millions GlobalWellnessInstitute
The graph represents the proportion of searches for a given term in a given region in a given time period, compared to when it was most searched (***). Thus, a value of ** means that the keyword was used less often in the region, and a value of * means that ...
2.2 Demand drivers
in order to analyze the drivers of demand, Italians' preferences for the time of year they prefer to go to the spa, the reasons for a spa vacation, and the aspects of life Italians want to devote more attention to are analyzed.
Regarding the first aspect, in **** **% of Italians say they go to the spa whenever they have the chance. **% prefer the summer period while **% prefer the winter months. As for special occasions, *% choose to go to the spa during the Christmas holidays while *% during special occasions (***).
What time of year do Italians prefer to go to the spa? Italy, ****, in % Source: ****
In ****, **% of Italians choose a spa vacation because of the quality of the facility, the beauty of the area and the type of services offered. **% choose it because of the distance from their home and the quality of the water in the centers. Reviews and suggestions influence *% of the population for attractions in the vicinity of the facility, and doctors' recommendations gather the smallest shares, amounting to *% and *%. Drivers of choosing a spa vacation Italy, ****, % OsservatorioTurismoVeneto Finally, in **** * in * Italians say they would like to devote more attention and care to the well-being of their bodies. In the Italians' ...
2.3 Geographical distribution of demand
In order to visualize the geographic distribution of demand, two maps were created with the geographic distribution of the Google Trends index of interest for wellness centers and the geographic distribution of average monthly household spending on personal care goods and services.
Regarding the first aspect, between **** and **** the Islands have the highest value of the index, averaging **. This is followed by the South and the Center, where the index shows an average value of ** and **. Finally, the North of the peninsula shows the lowest values: in the Northeast this is ** while in the Northwest it drops to **.
As for average monthly household spending on personal care, households in the Northeast make the largest expenditure in ****, averaging **.* euros per month. This is followed by the Northwest and the Center with values of **.** euros and **.** euros per household per month, respectively. In the South, the average expenditure per household stands at **.** euros per month while in the Islands the value drops to **.** euros per household.
2.4 New demand trends
The growing demand for holistic wellness treatments reflects a shift in the health and wellness priorities of people around the world. This interest in the holistic approach is based on the understanding that wellness is not just about the absence of disease, but includes an individual's physical, mental, emotional, social, and spiritual well-being. Among the main reasons for the growing demand for holistic treatments are:
Prevention: an increasing number of people are seeking to prevent diseases before they occur, rather than treating them after their onset Personalization: the holistic approach often offers personalized treatments based on individual needs. Side effects: concern about the side effects of conventional treatments has led many to seek more natural alternatives. Global well-being: there is a growing awareness of the importance of considering all aspects of an individual's health. Scientific research: the growing research base supporting the effectiveness of many holistic treatments has helped to increase their credibility.
In terms of the various treatments offered, these include:
Alternative and Complementary Medicine (***): includes acupuncture, homeopathy, naturopathy and traditional Chinese medicine, which aim to stimulate the body's natural healing capacity. Body therapies: massage, chiropractic, osteopathy, and reflexology that aim to improve bodily function and relieve pain. Mindfulness and ...
3 Market structure
3.1 The market structure
In order to analyze the structure of the wellness center market in Italy, active enterprises under Ateco Code **.**.* "Services of physical wellness centers (***)" are considered. In particular, trends in the number of active enterprises and the number of employees as well as the legal form of the different activities are analyzed.
Number of enterprises
Regarding the number of active enterprises, there is a sharp decline in the number of activities between **** and ****. During the period analyzed, the total number of enterprises fell from **** in **** to **** in ****, representing a decline of **.* percent. The decline appears to be steady throughout the period, and the outbreak of the pandemic in **** does not seem to have accelerated the decline of the sector.
Active enterprises under Ateco Code **.** "Services of physical wellness centers" Italy, ****-****, in number Istat
Employees
Regarding the number of employees, the trend recorded between **** and **** substantially tracks that of the number of enterprises. During the period analyzed, the total number of employees decreased by **.* percent, from **,*** in **** to *,*** in ****. Again, the decline is constant throughout the period, and in **** there is no significant change from the average of previous years.
Employment in active enterprises under Ateco Code **.** "Services of physical wellness centers" Italy, ...
3.2 The main actors
A list of major players in the wellness center industry in Italy is offered below:
Wellness centers
QC Terme Roma: Within a historic estate on the Roman coast rise the resort and wellness center of QC Termeroma. Bathtubs, solariums and waterfalls set in a majestic centuries-old garden for a rejuvenating experience just a stone's throw from the capital. A place where the ancient imperial tradition salus per aquam meets new wellness technologies.
Sto Italy s.r.l: located in Genoa and founded in ****, the company is active in personal wellness services. In ****, the center has ** employees with a total turnover of **,***,*** euros.
QC Terme Torino: A historic late **th-century palace and a charming Renaissance park are home to QC Termetorino's wellness. Outdoor pools, relaxation rooms inspired by the city's history and icons, to enjoy a rejuvenating experience out of time.The elegant Abegg Palace and park surround the outdoor pools, along with relaxation rooms and biosaunas inspired by the city's history and icons, to enjoy a rejuvenating experience out of time.
Light Service s.r.l: Founded in Milan in ****, the company is active in personal wellness services. In ****, the center has ** employees for a total turnover of *,***,*** euros.
Thai Si ...
4 Supply analysis
4.1 Type of the offer
Wellness centers offer a variety of services designed to promote relaxation, physical and mental renewal, and general well-being. These venues can vary widely in terms of size, luxury, location, and type of services offered. Wellness centers may offer a range of activities and treatments, such as massages, yoga sessions, fitness programs, nutritional counseling, and meditations. They are not necessarily related to the use of water as a therapeutic element. Additional services that can be found within a health club but not generally found in a spa certainly include:
Massages: the wide variety of treatments available is carefully designed to meet and satisfy the needs and preferences of a diverse audience: from specific treatments for the reduction of skin imperfections, such as the effect known as "orange peel," aimed at a female clientele that aspires to a refined silhouette, to Hawaiian-inspired massages, designed for those seeking a deeply relaxing experience. For couples who wish to celebrate occasions of intimacy and romance, massage sessions performed with aromatic candles or exclusive treatments are offered. In addition, for connoisseurs of gustatory virtues, massages employing elements such as chocolate or coffee are offered, offering a sensory journey that combines palate pleasures with physical well-being. Chromotherapy treatments: ...
4.2 The prices
Looking at the consumer price index for personal care goods and services, there is a marked increase between **** and ****. During the period analyzed, the value of the index increased from *** in **** to ***.* in January ****. This means that over a period of * years, prices grew by an average of **.*%. However, as also shown within Section *.*, the price increase is concentrated in the period between January **** and January ****: over the two-year period, the price index grew by *.* points, representing a price increase of *.*%.
Consumer price index for personal care goods and services Italy, ****-****, base *****=*** Istat
The following is a list of prices for some service types broken down by activity type:
Wellness center
SERVICE COMPANY PRICE Daily entrance wellness path QC Spa Rome QC Spa Turin from €** from €** Evening entrance wellness path QC Spa Rome QC Terme Turin from €** from €** Entrance *h wellness path QC Spa Rome QC Spa Turin from €** from €** Day SPA with **' massage QC Spa Rome QC Terme Turin from €*** from €*** Day SPA with Massage from **' QC Spa Rome QC Terme Turin from €*** from €***
Spa
SERVICE COMPANY PRICE Day spa park daily entrance Spa of Saturnia Weekdays: €**.** Holiday: €**.** Daily entrance Day SPA Club Terme di Saturnia Weekday: ...
4.3 New supply trends: sustainability at the core
Spas and wellness centers are increasingly adopting sustainable practices, incorporating eco-friendly treatments, using environmentally friendly materials and technologies, and promoting the use of local and organic products. Sustainable spas are distinguished by adopting environmentally friendly practices ranging from using natural treatments with local zero-mileage products to designing bio-friendly buildings that minimize environmental impact. These spas also take advantage of renewable energy sources and water- and energy-saving systems. One example of sustainability in this industry is the use of spa water not only for treatments but also for heating, demonstrating a real commitment to reducing the ecological footprint. The wellness industry, then, is moving toward a future where respect for the environment is at the heart of the wellness offering.(***)
Respect for nature also comes through the use of organic products for treatments. In recent times there is a greater awareness and attention to the environment, and consumers increasingly tend to take care of themselves with organic, vegan and non-animal tested products. In the past two years there has been a significant increase in spas choosing sustainable products, and requests for organic treatments have also increased. This is a booming sector, then, and one that is bound to grow further as consumer ...
5 Regulations
5.1 The legislation
Law number * of **** and Ministerial Decree number *** of March **, **** provide regulatory support for the activities of beauty and wellness centers. The contained rules govern the opening and operation of the two types of activities, indicating the necessary steps and criteria to be met. Within the articles is some of the information for the evaluation to be done before opening a spa. The spa is also subjected to municipal rules, established by special articulations prepared by the local government.
One must meet a number of requirements and fall under the territorial plan for business development in the sector. Among the main points:(***) the obligation and related ways to display the rates charged to customers.
Laws and regulations are intended to define the bureaucracy required to proceed with the opening of the business activity. Permits are the essential documents and perhaps the most complex part.
6 Positioning of actors
6.1 Segmentation
- QC Terme Roma
- QC Terme Torino
- Terme di Saturnia s.p.a
- Lefay Resort Dolomiti s.r.l
- Terme E Grandi Alberghi Sirmione s.p.a
- Aquardens s.p.a
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