Who Meta actually shows winning e-commerce ads to, by age and gender, niche by niche
Published 13 Nov 2026. Data read Meta's age x gender breakdown read 2026-11-12; figures computed 2026-11-13 00:59 UTC. Source: Meta's Ad Library (EU transparency data), read by Poseidon, unless the text names another source.
In short, as read on 12 November 2026. Across the winning e-commerce ads of five niches (1,586 counts; an ad that names two niches counts in both), Meta delivered mostly to women in every niche, but not to the same degree. Women make up 94.1% of the breakdown for shapewear and leggings ads and 71.6% for bloating ads. Age moves even more. For the median menopause ad, 40.3% of the breakdown is aged 55 or over. For the median cellulite ad, it is 12.5%.
These are Meta's own figures. For every ad delivered in the EU, the Meta Ad Library shows who it reached by age and gender. Poseidon reads them every day. This page shows them as shares, never as numbers of people.
The five niches at a glance
An ad counts for a niche when its own text, title or landing link names it, from shops checked by hand. A winner is an ad still running after 21 days or more.
| Niche (ads that talk about…) | Winning ads | Shops | Women, all ads together | Women, median ad (middle half) | Ads where women are 80%+ |
|---|---|---|---|---|---|
| Weight loss | 385 | 60 | 77.6% | 89.6% (78.5% to 93.7%) | 73.8% |
| Menopause | 314 | 48 | 86.4% | 91.8% (87.5% to 94.4%) | 87.3% |
| Bloating | 408 | 58 | 71.6% | 83.7% (63.0% to 92.6%) | 56.1% |
| Cellulite | 155 | 23 | 90.7% | 95.3% (92.3% to 97.4%) | 94.2% |
| Shapewear and leggings | 324 | 27 | 94.1% | 94.1% (89.9% to 97.1%) | 89.2% |
"All ads together" adds up Meta's breakdown rows across the niche's ads. "Median ad" takes each ad's own share and shows the middle one, with the middle half of ads in brackets. Meta leaves a small share unassigned, so women and men don't add up to 100%.
- Bloating is the most mixed. A quarter of its winning ads have under 63% women.
- Cellulite and shapewear are almost entirely women, at around 95% for the median ad.
By age
Share of Meta's breakdown by age band, all ads of the niche together:
| Niche | 18–24 | 25–34 | 35–44 | 45–54 | 55–64 | 65+ | 55+, median ad |
|---|---|---|---|---|---|---|---|
| Weight loss | 4.9% | 17.0% | 25.2% | 26.5% | 19.0% | 7.4% | 30.8% |
| Menopause | 1.7% | 8.5% | 18.7% | 37.3% | 25.6% | 8.1% | 40.3% |
| Bloating | 3.5% | 18.0% | 25.3% | 25.3% | 17.5% | 10.3% | 30.2% |
| Cellulite | 6.8% | 20.7% | 27.9% | 25.2% | 13.5% | 5.8% | 12.5% |
| Shapewear and leggings | 5.6% | 20.0% | 28.5% | 24.8% | 14.7% | 6.3% | 17.5% |
- Menopause ads reach the oldest audience: 45 to 54 is 37.3% of the breakdown, and 33.7% is 55 or over.
- Bloating ads reach the most people aged 65+ (10.3%).
- Cellulite and shapewear peak at 35 to 44. For their median ad, less than a fifth of the breakdown is 55 or over (12.5% and 17.5%).
Five ads, linked
The biggest winning ad in each niche, or a telling one, with Meta's EU reach (its total of people) and its breakdown shares, read 12 November 2026.
| Niche | Shop | Format | Days live | EU reach | Women | Largest age band | Ad |
|---|---|---|---|---|---|---|---|
| Weight loss | sheko.com | Video | 164 | 4,139,798 | 77.8% | 35–44 (28.0%) | ad |
| Menopause | kijimea.de | Video | 233 | 2,120,739 | 68.7% | 45–54 (33.9%) | ad |
| Bloating | nootri.pl | Image | 248 | 1,667,791 | 50.9% | 35–44 (39.8%) | ad |
| Cellulite | getjolt.fr | Dynamic creative | 267 | 2,023,835 | 58.9% | 45–54 (24.9%) | ad |
| Shapewear and leggings | adibody.com | Video | 498 | 4,382,243 | 100.0% | 45–54 (31.6%) | ad |
Two of these sit outside their niche's usual mix. Kijimea's menopause video, the biggest menopause ad in the data by EU reach, reached 68.7% women when the median menopause ad is at 91.8%. JOLT's cellulite ad reached 58.9% women in a niche where the median is 95.3%.
What this can't tell you
- Who bought. Reach is who saw the ad, not who bought.
- Outside the EU. Meta publishes this breakdown only for ads delivered in the EU, so the UK and the US aren't here.
- Targeting. This is delivery, not the advertiser's targeting. Meta shows the targeting separately, and the two often differ.
- People. Meta's breakdown rows don't add up to its EU total of people, so this page shows shares only.
- Every niche. Only niches with 30 or more winning ads from checked shops are shown. No shop makes up more than 40% of a niche's ads, and its three biggest shops no more than 90%.
How this was measured
- Source: Meta's EU transparency data on each ad, the age × gender breakdown read by Poseidon on 12 November 2026, summed over the EU countries Meta lists. Figures computed on 13 November 2026 at 00:59 UTC.
- Which ads: still active, live 21 days or more, from e-commerce shops that passed Poseidon's shop check. The ad's own text, title or landing link names the niche in one of 7 languages, and each shop was read by hand (the same rule as the winning ads by niche pages).
- Shares: each age and gender cell of Meta's breakdown, divided by the ad's total breakdown. "All ads together" sums the cells over the niche before dividing.
FAQ
Is this who the ad was targeted at?
No. It's who Meta actually delivered it to. On winning ads with no gender targeting, women still made up 66.7% of Meta's breakdown across the EU (read on 12 November; see who sees winning ads in Europe).
Can I see this for one ad?
Yes. Every ad delivered in the EU shows it in the Ad Library, and Poseidon keeps a daily read of it. Ask Poseidon "who do weight-loss ads reach in Germany?" to get the ads with their split.
Why these five niches?
They are the ones with enough winning ads from checked shops today. More come as Poseidon follows more brands.
Ask Poseidon who your competitors' ads really reach. askposeidon.app