The problem of attitude estimation is broadly addressed using the Kalman filter formalism and unit quaternions to represent attitudes. This paper is also included in this framework, but introduces a new viewpoint from which the notions of "multiplicative update" and "covariance correction step" are conceived in a natural way. Concepts from manifold theory are used to define the moments of a distribution in a manifold. In particular, the mean and the covariance matrix of a distribution of unit quaternions are defined. Non-linear versions of the Kalman filter are developed applying these definitions. A simulation is designed to test the accuracy of the developed algorithms. The results of the simulation are analyzed and the best attitude estimator is selected according to the adopted performance metric.