Rentokil Faces North American Headwinds as Digital Demand for Pest Services Weakens

Rentokil Initial PLC is confronting renewed challenges in its North American operations as weakening online demand for one-off pest control treatments signals a broader deceleration in industry growth, according to analysts at Deutsche Bank.

The German bank’s London-based research team, in a pre-results commentary, projected that organic growth in Rentokil’s North American Pest Control division would moderate to 3% in the second quarter, down from 4.1% recorded in the opening three months of the period. This anticipated slowdown follows recent disclosure from competitor Rollins, which reported organic growth of 5.7%, falling short of the 7.2% consensus estimate. The shortfall at Rollins was attributed to reduced consumer activity on digital platforms when seeking pest control services.

Deutsche Bank’s forecasts for Rentokil’s first-half performance anticipate revenue reaching £3.53 billion, representing a modest 1% increase year-on-year. Earnings before interest and tax are expected to climb 5% to £562 million, a projection broadly aligned with market consensus expectations.

The analysis highlights a potential sector-wide shift in consumer behaviour, with diminished digital search activity for pest control solutions suggesting either market saturation or changing demand patterns. This trend poses particular significance for Rentokil given the company’s substantial North American footprint following its major acquisitions in recent years.

Deutsche Bank maintains a Hold rating on Rentokil shares, with a price target of 465p. The cautious stance reflects concerns about the company’s ability to sustain growth momentum in its crucial North American market whilst navigating the current headwinds affecting digital customer acquisition channels.