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Unilever’s Move into Wellness

With $1.1 billion in sales and brands like Olly, Liquid I.V., SmartyPants, Welly, Onnit and Nutrafol, the company expects sales to triple in the next few years.

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By: TOM BRANNA

Editor, HAPPI

Wellness is top-of-mind for many household and personal products companies, but Unilever has the financial strength to make it a reality. Unilever created its Health and Wellbeing division in 2018. Its first acquisition in the space was Equilibra. In the past four years, Unilever acquired Olly, Liquid I.V., SmartyPants, Welly, Onnit and Nutrafol. Combined, the brands' sales top $1.1 billion, but Unilever expects sales to exceed $3 billion in the next few years. 

Covid-19 propelled consumer interest in wellness. Now, every marketer and retailer is trying to grab their fair share of category sales. For Unilever, that means further acquisition of smaller brands that excel in categories such as ingestibles and sexual well-being. But wherever Unilever finds an acquisition target, company executives expect to play in every channel—DTC, mass and prestige.

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