From Body Acceptance to “Ozempic Culture”: Thinness Returns as an Obsession in the Summer of 2026

For years, the body-positivity movement promoted the acceptance of different body shapes, weights and physical abilities. Today, however, this approach appears to be facing the return of a culture that once again places the thin body at the center of the aesthetic ideal.

During the summer of 2026, the pressure to have a slim body is emerging with a new form of support: the increasingly widespread use of GLP-1 drugs, particularly Ozempic.

This development is not linked solely to medical treatment or weight-loss medications. It is affecting social perceptions of the body, food and beauty, while its consequences are spreading to fashion, restaurants, the food industry and the beauty sector.

Ozempic, Wegovy and Mounjaro were created to treat type 2 diabetes and obesity, but their use for weight loss has moved from medical practice into popular culture. Semaglutide, the active ingredient in Ozempic and Wegovy, mimics the GLP-1 hormone, which helps control blood sugar and affects appetite and the feeling of fullness.

In Italy and Europe, Ozempic is authorized for type 2 diabetes, while semaglutide is also found in other preparations approved for weight management. Doctors, however, continue to express concern about use outside approved indications, self-medication and the illegal circulation of these drugs.

The body-positivity movement emerged during the 1990s and grew significantly in the 2010s. It sought to challenge prejudice against bodies that did not conform to traditional beauty standards, as well as to convey the idea that a person’s worth is not measured by their appearance.

Its influence was also felt in the fashion industry and public communications, where the presence of plus-size bodies increased and rigid aesthetic standards were challenged.

However, recent analyses suggest that the cultural direction is changing. After the extreme thinness of the 1990s and the acceptance of different bodies during the 2010s, the standard appears to be returning once again to the thin body.

The difference in this period lies in the fact that thinness is no longer sought only through strict diets, exercise and personal sacrifice. It can also be achieved with the help of pharmacological interventions.

For this reason, swimsuit season, which for several years seemed to have lost some of its cultural importance, is making a comeback in 2026. Along with it comes a new vocabulary: GLP-1, semaglutide, tirzepatide, hunger, fullness and metabolism.

The data compiled in a Unicusano analysis of the “new obsession of summer 2026” reflect the expanding use of weight-loss drugs.

According to AIFA, during 2024, private consumption of GLP-1 analogues used for weight loss increased by 78.7%. Private spending on semaglutide reached 55.3 million euros, while private purchases of Group A drugs increased by a further 21.8 million euros.

Within the antidiabetic drug market, GLP-1 analogues now account for 12.4% of consumption.

This trend has also affected popular culture. Changes in the physical appearance of several well-known figures have prompted speculation about the use of these drugs, including Charlize Theron, Ariana Grande, Arisa, Oprah Winfrey and Kelly Osbourne. In the absence of statements from the individuals themselves, these remain merely assumptions and do not confirm that the drugs were used.

The expression “Ozempic Culture” defines the movement of GLP-1 drugs from the clinical environment into everyday life and their impact on social norms relating to the body, beauty and health.

In some segments of society, their use for aesthetic weight loss is becoming increasingly common. This is reviving the pressures of diet culture and eroding some of the progress made in recent years toward acceptance of different bodies.

One paradox of this phenomenon is that rapid weight loss can cause significant loss of muscle mass and changes in the face. As a result, a new market has emerged for products and services aimed at correcting these effects.

The impact of GLP-1 drugs is also being felt in the food industry. Since they reduce appetite and the amount of food consumed, some companies are preparing products designed to provide greater nutritional value in smaller portions.

Nestlé launched the “Vital Pursuit” line in the United States, featuring high-protein meals designed for people who consume fewer calories.

Other nutrition and supplement companies have also launched products intended to help people obtain protein and nutrients while using GLP-1 drugs.

Restaurants are also responding to changes in consumer behavior. In some markets, menus with reduced portions, known as “mini-menus,” have appeared for customers with smaller appetites who do not want to order large dishes.

Thus, Ozempic’s impact is not confined to the pharmaceutical field. It is creating a new market built around the idea of “less, but better.”

One of the sectors benefiting from this development is the beauty industry. Rapid weight loss can lead to reduced facial volume and a more weakened appearance of the skin.

The term “Ozempic face” has become widespread to describe these aesthetic changes. Interest in products that hydrate, firm and improve the appearance of the skin has increased, while collagen has become one of the key terms in the new beauty market.

The industry is attempting to address a paradoxical situation: a person may lose weight but then seek products or treatments to restore facial volume and appearance.

This phenomenon is emerging in a society where the relationship with the body and food is already fragile. According to data cited in the analysis, two out of three Italians say they do not feel comfortable with the idea of exposing their bodies during the summer.

About 71.1% say they do not feel completely comfortable with their bodies, while 75% of women and 67% of men say they are critical of their appearance.

The pressure is even greater among young people. In the 18–29 age group, the figure reaches 76%, while 81.1% say they exercise during the warmer months to improve their physical shape.

Globally, around 16 million people live with eating disorders. Of these, approximately 3.4 million are children and adolescents. In Italy, around 3 million cases are estimated, while among minors, more than one in five people show signs of eating disorders.

Psychotherapist Agnese Cannistraci notes that women aged between 20 and 35 who are highly exposed to social media are particularly vulnerable to dominant aesthetic standards.

According to her, concern about body image can take different forms. It may be linked to body dysmorphic disorder, eating disorders, social anxiety, avoidance of relationships and a constant sense of inadequacy.

Social media also plays an important role in this cultural transformation. Four out of five people say that social networks have affected their relationship with food and their bodies.

Digital platforms continually repeat images of ideal bodies, exerting a particularly strong influence on women and young people. In this reality, the body risks no longer being seen as a natural part of identity, but as a project that must be endlessly improved.

Thinness, fear of aging and constant comparison with others have also become important themes in cinema and art. The films “Club Zero” and “The Substance” address precisely the fixation on the body, control and extreme beauty standards.

The forecasts included in the analysis point to a significant increase in the global market for diet-related products and services in the coming years. At the same time, GLP-1 drugs are opening up new business opportunities in sectors that do not appear to be connected to the pharmaceutical industry.

Fashion, food, restaurants, supplements, beauty products and personal care are all trying to adapt to a consumer who aims to eat less, be thinner and simultaneously maintain a healthy appearance.

The main question remains whether this development represents a beneficial medical revolution or the return of an old fixation with the body.

Obesity is a serious health problem, and GLP-1 drugs can play an important role when used properly and under a doctor’s supervision. The difficulty arises when a medical treatment is transformed into an aesthetic trend and thinness begins to be viewed as a social obligation.

In this sense, the summer of 2026 brings more than the return of swimsuit season. It also signals the return of a culture in which hunger becomes a benchmark, the body becomes a performance and thinness becomes a market. The challenge is to preserve the distinction between health, aesthetic choice and a new collective obsession.