A recent analysis published in the Aesthetic Surgery Journal indicates a significant shift in the demand for aesthetic surgery across the United States. Researchers from UC Davis Health revealed that regions such as the South, Midwest, and rural areas are emerging as high-demand markets for these procedures, despite a scarcity of board-certified plastic surgeons.
Rising Demand and Geographic Disparities
The study, led by Scott Levin, a plastic and reconstructive surgery fellow at UC Davis Health, assessed Google search trends and workforce data across 210 designated market areas in the U.S. The findings show that the share of people searching for cosmetic procedures has surged by over 22% compared to pre-pandemic levels. Notably, the Midwest has exhibited some of the fastest growth in demand.
This rising interest in aesthetic procedures reveals a concerning imbalance between consumer demand and the availability of qualified surgeons. The researchers identified numerous “plastic surgery deserts”—areas where patients are actively seeking aesthetic procedures but face limited access to certified specialists.
“While many surgeons remain concentrated in established coastal markets, our data indicates a growing opportunity—and responsibility—to enhance access in emerging regions,” Levin stated, emphasizing the need for practitioners to address this disparity.
Insights into Consumer Behavior
The study highlights that body-contouring procedures are particularly prevalent in underserved markets, while demand for facial aesthetics tends to cluster around urban areas that are already saturated with practitioners. This geographic discrepancy underscores the necessity for strategic planning in the field of aesthetic medicine.
In response to these findings, the research introduces a data-driven demand-supply ratio model. This innovative framework integrates online search activity with surgeon density, offering valuable insights into potential high-growth markets. Such a model could significantly influence future workforce planning, practice expansion strategies, and initiatives aimed at improving patient access.
“As aesthetic medicine continues to evolve, aligning surgeon distribution with changing patient demand may become a key industry priority,”
Levin remarked, highlighting the importance of adapting to the shifting landscape of patient needs. Co-authors of the study, Nina Yu and Granger B. Wong, chief of the Division of Plastic Surgery at UC Davis Health, contributed to these groundbreaking insights that could shape the future of aesthetic surgery in the country.
As the industry progresses, understanding and addressing the disparities in access to aesthetic procedures will be crucial. The findings from UC Davis Health may pave the way for a more equitable distribution of services, ensuring that patients across all regions have access to the care they seek.
The full study can be found in the Aesthetic Surgery Journal, with the citation: Levin, S. R., et al. (2026). Southern and Rural US Markets Exhibit the Highest Unmet Demand for Aesthetic Surgery: Insights from Google Search Data and Plastic Surgeon Distribution Across Designated Market Areas. DOI: 10.1093/asj/sjag028.
