What Betadine does

Betadine is an over-the-counter consumer healthcare brand operating in Australia and New Zealand, owned by iNova Pharmaceuticals (Australia) Pty Limited and headquartered at Level 10, 12 Help Street, Chatswood, NSW. The brand markets a portfolio of antiseptic wound care and sore throat products built around povidone-iodine, a water-soluble iodine complex developed in the 1950s that releases iodine gradually and is positioned as effective against bacteria, viruses, fungi, and protozoa. The wound care range includes antiseptic topical solution (povidone-iodine 10% w/v), ointment, first aid cream, no-touch liquid spray, and a cold sore ointment; the sore throat range includes ready-to-use and concentrated gargles plus anaesthetic and antibacterial lozenges.

Betadine generates revenue through one-time OTC purchases of these products via retail channels rather than subscriptions or contracts. Distribution is led by major Australian pharmacy chains (Chemist Warehouse, Terry White Chemmart, Amcal+, Priceline, Pharmacy Online and others), grocery chains (Coles, Woolworths, IGA), and online marketplaces including Amazon Australia. The brand targets general consumers managing minor wounds, burns, abrasions, and skin infections at home, with secondary reach into outdoor enthusiasts and travelers assembling first aid kits. Go-to-market is product-led, supported by content marketing on the brand website (educational advice articles, a 'Help Me Choose' interactive selector, and a 'Where To Buy' locator) rather than enterprise sales motion.

The brand is one of several consumer healthcare labels in the iNova portfolio, alongside Difflam, Demazin, Duro-Tuss, Nyal, DermaVeen, Invisible Zinc, Reef, Vermox, Hiprex, and Kwells. Pricing is set at the retailer level and is not publicly disclosed by the brand. Revenue, funding, and detailed employee figures for the Betadine brand are not disclosed; available evidence supports a mid-sized mature consumer healthcare brand rather than a high-growth startup.

Name

Betadine

Legal name

iNova Pharmaceuticals (Australia) Pty Limited

Website

https://betadine.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Betadine is an Australian OTC consumer healthcare brand owned by iNova Pharmaceuticals, selling povidone-iodine wound care and sore throat products through pharmacies, grocery chains, and online retailers across Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Consumer Healthcare - Antiseptics

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro primary industry

First Aid & Wound Care (HLAIADAM)

akta.pro secondary industry

Allergy, Sinus & Respiratory (Non-Asthma) (HLAIADAC)

Keywords

• Antiseptic wound care
• Sore throat treatment
• Povidone-iodine antiseptics
• First aid products
• Over-the-counter healthcare

Headquarters

HQ city

Chatswood

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Consumer Healthcare Products: Betadine generates revenue through the sale of over-the-counter antiseptic healthcare products including wound care (solutions, ointments, creams, sprays) and sore throat treatments (gargles, lozenges). Products are sold as one-time purchases through retail pharmacies, grocery stores, and online retailers in Australia.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels2 records

Core offering

Betadine manufactures and sells over-the-counter antiseptic healthcare products for wound care and sore throat relief. The portfolio includes topical solutions, ointments, creams, sprays, and cold sore ointments for wound care, plus gargles and lozenges for sore throat relief, all primarily formulated with povidone-iodine as the active antiseptic ingredient. Products are sold OTC without prescription through retail pharmacies, grocery stores, and online retailers in Australia and New Zealand.

Product overview

Betadine is a healthcare brand owned by iNova Pharmaceuticals (Australia) Pty Limited, offering a range of antiseptic and sore throat treatment products. The core technology is based on povidone-iodine, which has been used as an antiseptic for over 150 years. The product portfolio consists of two main categories: (1) Wound Care products including Antiseptic Topical Solution, Antiseptic Ointment, Antiseptic First Aid Cream, Antiseptic Liquid Spray, and Cold Sore Ointment - all featuring povidone-iodine as the active ingredient for killing bacteria and preventing infections in minor wounds, burns, and skin infections; and (2) Sore Throat products including Ready To Use Sore Throat Gargle, Sore Throat Gargle Concentrated, Sore Throat Lozenges (Honey & Lemon), and Anaesthetic + Antibacterial + Anti-Inflammatory Lozenges (Berry and Honey & Lemon flavors) - offering antibacterial gargles and numbing/anti-inflammatory lozenges for throat relief. The products are distributed through pharmacies, grocery stores, and online retailers across Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• Betadine Antiseptic Topical Solution A liquid antiseptic solution for the treatment of minor cuts, abrasions, and minor skin infections. Contains povidone-iodine 10% w/v as the active ingredient. Sold OTC to general consumers for home first aid use.
• Betadine Antiseptic Ointment An antiseptic ointment for treatment of common mild skin infections and prevention of infection in minor burns, cuts, and abrasions. Contains povidone-iodine as the active ingredient. Sold OTC to general consumers.
• Betadine Antiseptic First Aid Cream A cream-format antiseptic for grazes, minor burns and scalds, and treatment of skin infections. Features a cream base for easy application and removal, non-irritating to skin. Available in 20g and 45g sizes. Sold OTC to general consumers.
• Betadine Antiseptic Liquid Spray A spray-format antiseptic for antisepsis of minor cuts and abrasions and treatment of minor skin infections. Provides convenient no-touch application for hard-to-reach areas. Contains povidone-iodine 50mg/mL. Sold OTC to general consumers and outdoor enthusiasts.
• Betadine Cold Sore Ointment An ointment for the treatment of cold sores. If applied at the first signs of a cold sore (tingling or itching sensation), it can help check the infection and reduce the risk of spreading. Contains povidone-iodine 10% w/w. Available in 7.5g size. Sold OTC to general consumers.
• Betadine Ready To Use Sore Throat Gargle A ready-to-use antibacterial sore throat gargle that kills bacteria that may cause a sore throat. No dilution required. Contains povidone-iodine 1% w/v. Available in 120mL and 200mL sizes. Sold OTC to general consumers.
• Betadine Sore Throat Gargle Concentrated A concentrated antibacterial formula for sore throat treatment that must be diluted before use. Kills germs fast. Contains povidone-iodine 7.5% w/v. Includes a convenient measure for dilution. Available in 15mL and 40mL sizes. Sold OTC to general consumers.
• Betadine Sore Throat Lozenges Honey & Lemon Lozenges containing two antibacterial agents (Dichlorobenzyl alcohol 1.2mg and Amylmetacresol 600micrograms) that help kill bacteria and provide soothing relief from sore throats. Iodine free. Available in 16-pack and 36-pack sizes. Sold OTC to general consumers.
• Betadine Anaesthetic + Antibacterial + Anti-Inflammatory Lozenges Triple-action sore throat lozenges that numb painful sore throats fast, reduce throat inflammation, and provide antibacterial action. Contains Benzydamine hydrochloride 3.0mg, Lidocaine hydrochloride monohydrate 4.0mg, and Dichlorobenzyl alcohol 1.2mg. Available in Berry and Honey & Lemon flavours, in 16-pack and 36-pack sizes. Sold OTC to general consumers.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Strepsils: Strepsils is Reckitt's leading sore throat lozenge brand and a direct competitor to Betadine's Honey & Lemon and Anaesthetic lozenge SKUs. Both brands compete for the same shelf space in pharmacy and grocery sore throat aisles across Australia/NZ.
• Difflam: Difflam is a sister brand owned by iNova Pharmaceuticals (Betadine's parent) and competes in the sore throat and oral care space. It is co-distributed and competes for the same consumer occasions as Betadine's sore throat gargles and lozenges.
• Savlon: Savlon is a widely distributed antiseptic cream and wound care brand owned by ITC (in India) and historically by GlaxoSmithKline. It competes directly with Betadine in the OTC antiseptic space across multiple geographies, with overlapping retail channels and similar price points for first aid consumers.
• Fisherman's Friend: Fisherman's Friend is a global sore throat lozenge brand with strong heritage and Australian distribution. It competes directly with Betadine's Honey & Lemon lozenges in the same consumer segment and retail channels.
• Lemsip: Lemsip is a Reckitt-owned cold and flu remedy brand sold in Australia/NZ. While weighted toward cold/flu rather than sore throat specifically, it competes for the same throat-relief occasions and shares pharmacy channel presence with Betadine.
• Dettol: Dettol is Reckitt's flagship antiseptic brand, sold across antiseptic liquids, soaps, and wound care products. It is one of Betadine's closest direct competitors in Australia, with broader distribution and heavier marketing spend, overlapping in nearly every antiseptic use case.
• Bonjela: Bonjela is a Reckitt oral care brand offering gels and mouth ulcer treatments. It competes with Betadine's Cold Sore Ointment and sore throat SKUs in the oral health aisle of Australian pharmacies and grocery.
• Bepanthen: Bepanthen, owned by Bayer, is a wound healing and antiseptic cream brand widely stocked in Australian pharmacies. It is a direct competitor to Betadine's First Aid Cream and Ointment SKUs and competes on similar use cases (minor cuts, grazes, and skin irritation).

Regional players

• TCP: TCP is a UK-based antiseptic brand (containing phenol and halogenated compounds) historically distributed in Commonwealth markets. While not heavily distributed in Australia, it is a recognizable iodine/halogen antiseptic alternative for consumers seeking similar products.

Broad incumbents

• Smith & Nephew (Consumer Wound Care): Smith & Nephew operates a large consumer and professional wound care portfolio (including Cutimed, ALLEVYN, and Elastoplast-adjacent products). It competes broadly with Betadine in wound care via more clinically-focused positioning and broader distribution into hospitals and pharmacies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/betadine

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Betadine