Four Latvian Pharmacies Launched 48 New Ads Last Week, and the Top Performers All Targeted Women

Last week, four of Latvia's biggest pharmacies (Apotheka, Mēness Aptieka, Euroaptieka, and BENU Aptieka) launched 48 new Meta ads between them. We ran the data through our MCP connector this morning and one pattern stood out immediately.

The top performing creative from three of the four was set to deliver only to women. The fourth ran broad targeting but barely reached any men under 35, according to its weekly performance breakdown.

The entire Latvian pharmacy ad market is, at the creative level, behaving as if men do not buy supplements, vitamins, or skincare.

What the data shows

Pulled live from Meta Ad Library via the Adsmom MCP, for the week of May 11 to 17, 2026.

That's three of four with explicit women only targeting on the strongest creative in the lineup, and the fourth functionally female anyway.

Why this is worth noticing

The reflex assumption for most marketers looking at the pharmacy category is that it sits in neutral territory. Painkillers, vitamins, skincare, contact lenses, allergy meds. These are products with broad audiences. The product side may be broad, but the advertising clearly isn't.

What's actually happening, based on the campaigns we can see, is a structural concentration on women aged 25 to 64, with a heavy secondary segment of seniors 65 and over. The same demographic shape repeats across four competitors who are otherwise running very different promotional calendars and creative approaches.

That's a market signal. When every player in a category converges on the same audience, the segments they're skipping become the cheapest real estate in the auction.

What this means for marketers

If you sell anything male-leaning that touches the pharmacy category, including sports nutrition, men's hair loss, testosterone support, men's grooming, recovery supplements, sun care for outdoor workers, or vitamins targeted at men's health, the entire Baltic pharmacy advertising ecosystem is currently leaving men 18 to 44 effectively uncontested at the creative level.

A few practical things to test.

Where this came from

This entire post came out of a 20 minute query through the Adsmom MCP connector, a live, structured data feed of every active Meta, TikTok, and Google ad from 200+ tracked advertisers. We pulled weekly reports, top performing ads, and targeting breakdowns for the four pharmacies in parallel, then asked the obvious question: who are these ads actually for?

If you want to ask the same kind of question against your own competitive set, like uncontested segments, creative pattern shifts, format adoption, or week over week reach changes, Adsmom's MCP lets your tools query the underlying ad intelligence directly.