The global vaginal rejuvenation market was estimated at USD 4400 million in 2019 and is expected to grow at 11.7% CAGR during the forecast study period.
Vaginal rejuvenation involves both cosmetic and reconstructive procedures and methods to improve overall female genital appearance. These days, appearance is crucial for women, and this is not limited to the face anymore.
In reconstructive surgical procedures, surgeons usually perform such cosmetic procedures by decreasing the diameter of the vagina, and correcting congenitally malformed vagina, pelvic organ prolapse, and urinary incontinence. These surgeries also rectify defects caused after vaginal delivery. Genital cosmetic surgical interventions are primarily performed by gynecologists or plastic surgeons for vaginal tightness to improve sexual functioning. It is achieved by injecting collagen to increase clitoral stimulation and amplification of the g-spot to enhance better sexual wellness.
As per statistics provided by the American Society for Aesthetic Plastic Surgery, the popularity of cosmetic vaginal surgical procedures has increased among women living in the U.S. in recent years. For instance, the rates of labiaplasty have been reported to rise by more than 50% between 2014 and 2018 in the United States. Several cross-sectional studies recorded that older women aged 45–72 years were anticipated to adopt cosmetic genital surgical procedures more than younger women aged 18–44 years.
The growing social emphasis, online trends, and other media sources are influencing women to explore these methods to improve aesthetically inferior vaginal areas. The American College of Obstetricians and Gynecologists assessed such surgeries to fix functional problems, such as urinary incontinence. However, the organization is still cautious and skeptical about its cosmetic interventions due to risks and a lack of scientific data on their effectiveness and safety.
Factors, such as the growing adoption of non-invasive gynecological procedures, growing demand for energy-based treatments, and rise in psychological stress in women with sexual dysfunction, along with post-delivery aftereffects, lifestyle changes in women with increasing disposable income are driving the market growth for vaginal rejuvenation treatment. However, the social stigma associated with gynecological procedures and stringent regulations for energy-based treatments is expected to restrain the market growth during the forecast period.
Energy-based treatment methods offer a non-surgical alternative for vaginal rejuvenation that uses heat. Energy-based devices use either thermal or non-thermal energy that heats targeted vaginal tissues. This aims to regenerate collagen, toughen elastic fibers to help neovascularization, and ultimately recover vaginal lubrication. The two types of energy-based treatments for vaginal rejuvenation include Radiofrequency (RF) treatments and CO2 laser treatment.
RF devices use electromagnetic waves. The most popular brand names of these devices include Geneveve and ThermiVa. In CO2 laser treatment, the laser heats the upper tissue causing the lower tissue to produce more collagen for tighter and firmer tissue. The most popular brand names of these devices include FemTouch, MonaLisa Touch, and FemiLift. The efficacy of this treatment to reach a goal of enhancing collagen, blood vessels, tightness, and lubrication is growing the demand for energy-based treatment for vaginal rejuvenation.
This soaring demand for energy-based treatment methods is expected to enhance market growth during the forecast period.
The prevalence of various pelvic floor disorders, such as urinary incontinence, overactive bladder syndrome, and pelvic organ prolapse is proved to increase with the increase in age. For instance, as per a research paper published in National Center for Biotechnology Information (NCBI), the number of women living with pelvic floor disorders is projected to reach 43.8 million in 2050 from 28.1 million in 2010.
According to a research study published in the Indian Journal of Community Medicine, the total prevalence of urinary incontinence was reported to be 26.47% in women aged 75 and above. It also reported that the stress contributed to the majority of women suffering from incontinence that is 13.9%.
Additionally, pelvic floor disorders are significant multifactorial health condition which can deteriorate a person’s quality of life. Such disorders require specific attention, concern, and early treatment. A rise in the prevalence of pelvic floor disorders is increasing the adoption of reconstructive vaginal rejuvenation procedures, thus driving the overall market growth.
The cosmetic vaginal rejuvenation segment held the largest market share in 2019 and is anticipated to maintain its supremacy over the projected period, due to growing demand for vaginoplasty, labia majoraplasty, and increased vaginal tightness. The cosmetic vaginal rejuvenation segment is further segmented into labiaplasty, hymenoplasty, and cordectomy.
According to a multicenter retrospective cohort study, 177 women preferred to undergo labiaplasty of a total of 258 women owing to high patient satisfaction and improved sexual function. Moreover, short stays, enhanced convenience, quality patient care, and the presence of a skilled medical professional is further boosting the demand for such surgical procedures.
On the other hand, the reconstructive vaginal rejuvenation segment is anticipated to show the highest growth during the forecast period. The reconstructive vaginal rejuvenation is sub-segmented into perineoplasty and vaginoplasty. The growth of this segment is attributed to the rise in incidences of congenital malformations, stress incontinence, and other such medical conditions.
The regional analysis has been made considering the trends of the vaginal rejuvenation market, in the regions of North America, Europe, Asia-Pacific, Central, and South America and the Caribbean, the Middle East, and Africa.
The American regional market held a significant market share to itself during the forecast period and is expected to grow at a high CAGR. Further, at the country level, the U.S. is expected to generate high revenue. The strong regional market can be attributed to the increasing popularity of vaginal procedures, such as labia majoraplasty, clitoral hood reduction, monsplasty, vaginoplasty, and labiaplasty.
Around 164,667 labiaplasty procedures were reported in 2019, according to data published by the International Society of Aesthetic Plastic Surgery. As per the survey conducted by the American Society of Plastic Surgeons, more than a 30% increase in the number of vaginal rejuvenation procedures in the U.S. alone. The launch of new innovative non-invasive vaginal surgical procedures over traditional invasive procedures that provide desired results with fewer side-effects and complications is also fueling the U.S. vaginal rejuvenation market.
Additionally, the presence of prominent market players in the U.S. and Canada, growing disposable income, increased demand for enhancing overall genital appearance, and lifestyle changes are driving the expansion of North America’s vaginal rejuvenation market.
Asia-Pacific vaginal rejuvenation market is expected to witness the highest CAGR during the forecast period owing to the growing adoption of advanced technologies along with the rise in marketing and commercialization for vaginal rejuvenation treatment methods. Growth in incidences of pelvic floor disorders is expected to boost demand for this market. Around 80% of people suffering from urinary incontinence are reported to be women, as per data gave by the Continence Foundation of Australia 2020.
The rise in awareness about the availability of vaginal rejuvenation treatment in healthcare providers as well as women, medical tourism, and the rise in healthcare expenditure is anticipated to garner market growth during the forecast period.
The global vaginal rejuvenation market is highly fragmented owing to the presence of several large and small players. Key strategies implemented by key players in the industry include acquisitions, mergers, distribution deals, and new products to strengthen the portfolio of products and capture a larger market share.
Some top market players
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