Can Refillable Bathroom Products Boost Unilever’s Sustainability Image?
Last month, Unilever announced its acquisition of UK-based Wild, a refillable, plastic-free personal care brand. Known for its sleek, sustainable packaging, Wild markets itself as the “water bottle of the bathroom” — a brand hoping to shift consumer habits in the same way that reusable water bottles have reshaped on-the-go hydration.
The move signals Unilever’s ambition to capture a growing segment of consumers actively seeking sustainable alternatives. But how does this acquisition align with Unilever’s current brand perception, and are consumers really ready to embrace refillable bathroom products?
To find out, we surveyed just under 1,000 people in the UK on two fronts: how they perceive Unilever’s environmental sustainability, and how open they are to switching to refillable products for personal care.
Low Awareness, Low Association
Unilever currently faces an uphill climb when it comes to sustainability perception. Only 9% of respondents view the company as “very sustainable,” while 14% said they see it as “not at all” or “not very” sustainable. Most striking, however, is the 59% of people who either responded neutrally or simply didn’t know, suggesting that Unilever’s sustainability messaging isn’t cutting through.
Refillable Products: Room for Growth
When asked about the likelihood of using refillable bathroom products, the results were fairly balanced. Just over half (52%) said they would be unlikely to consider them, while 48% were either somewhat or very likely to make the switch. While not an overwhelming endorsement, it’s a strong signal that there’s a viable growth market, especially with the right education, access, and brand credibility behind it.
Who’s Most Likely to Make the Switch?
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We also looked into demographic breakdowns to see who’s driving interest in refillable products:
- Age groups 25–35 and 56–65 showed the highest likelihood to adopt refillable products.
- Women were more open to the idea than men.
- Higher earners and those with medium levels of education expressed greater openness.
- Urban dwellers were slightly more likely to consider refillable options than rural ones.
- Importantly, main household grocery shoppers — the key purchase decision-makers — were more inclined toward refillable products, as were early product adopters.
A Strategic Opportunity
For Wild, the acquisition offers the scale and resources that come with a global conglomerate. For Unilever, it’s an opportunity to build real credibility in the sustainability space — not just by acquiring a green brand, but by signaling a shift toward new consumer habits.
If the company can pair product innovation with clearer communication around its sustainability goals, this acquisition might help shift both consumer behavior and brand perception in meaningful ways.
