Little Moons used consumer profiling to turn a TikTok trend into long-term growth

Challenge

When Japanese ice cream brand Little Moons went viral on TikTok, sales increased tenfold. The challenge was how to sustain that growth once the social media trend had dropped off. They needed to know exactly what type of consumers would be willing to pay the Little Moons RRP of just under £5 a pack on a habitual basis.

We needed to make sure we reacted in the right way and didn’t lose our focus on the overarching ambition of introducing Little Moons to a broader audience.

Ross Farquhar, Marketing Director at Little Moons

Solution

Little Moons carried out a consumer profiling exercise aiming at identifying the bigger spenders on ice cream. They also wanted to know which brands Little Moons were most closely competing against. The results were surprising.

Our social media following would suggest our audience were late teens/early 20s women. But Attest consumer profiling identified that the people driving most of the volume in premium ice cream are actually affluent 30+ year olds with the disposable income to habitually purchase a premium product like Little Moons.