The number of Britons seeking help to enlarge their buttocks has jumped by a third, according to a comparison website.
Some 2301 people made inquiries to UK clinics listed on WhatClinic.com during the year 2014/15, compared with 1723 the previous year.
Meanwhile, inquiries about liposuction dropped to 4473 in 2014/2015, compared with 5149 in 2013/2014.
More than a quarter of those seeking fat-removal surgery were men.
Research by WhatClinic.com also found that UK clinics were charging £3665 (NZ$8719) on average for bottom-enhancing surgery.
In terms of traffic, the website recorded a 170 percent increase in searches for buttock enlargement, to 14,775 in 2014/15 from 5482 in 2013/14.
The highest level of interest was from young people aged 18 to 24, followed by those aged 25 to 35.
Emily Ross, director of WhatClinic.com, said: "As our data confirms, bums are big business for elective cosmetic clinics in the UK.
"The variety of treatments available is increasing, as are their popularity.
"This particular trend, as far as we can measure, was first seen in Brazil where bum treatments have always been incredibly popular.
"In fact, there is a signature treatment known as the Brazilian butt lift that is now popular all over the world."