Rentokil Initial 2026 Outlook | Profits, Share Price & Analysis

Rentokil Initial

LSE:RTO

£ 4,26

+ £0,01 (0,24%)

4,26 £

+£0,01 (0,24%)

End-of-day quote: 12/08/2025

Rentokil Initial Stock Value

Analysts currently see LSE:RTO at the level of Outperform.

Outperform

Rentokil Initial Company Info

EPS Growth 5Y

8,45%

Market Cap

£10,70 B

Long-Term Debt

£2,53 B

Annual earnings

03/05/2026

Dividend

£0,09

Dividend Yield

2,14%

Founded

1903

Industry

Industrials

Country

United Kingdom

Website

Rentokil Initial

ISIN Number

GB00B082RF11

Website

http://www.rentokil-initial.com

Analyst Price Target

£4,75

11.5%

Last Update: 12/08/2025

Analysts: 17

Highest Price Target £5,70

Average Price Target £4,75

Lowest Price Target £3,00

In the last five quarters, Rentokil Initial’s Price Target has fallen from £5,30 to £4,45 - a -16,04% decrease. Fiveteen analysts predict that Rentokil Initial’s share price will increase in the coming year, reaching £4,75. This would represent an increase of 11,50%.

Top growth stocks in the industrials sector (5Y.)

What does Rentokil Initial do?

Rentokil Initial plc (Rentokil Initial) operates as a global leader in Pest Control and Hygiene & Wellbeing services. Rentokil Initial is a global leader in the provision of route-based services. The company’s local service teams operate in 89 countries, with more than 93% of its revenue derived from outside the UK. Rentokil Initial operates regionally and reports performance across five global regions. The company has over 5 million customers and performs over 34 million service visits per ye...

Rentokil Initial plc (Rentokil Initial) operates as a global leader in Pest Control and Hygiene & Wellbeing services.

Rentokil Initial is a global leader in the provision of route-based services. The company’s local service teams operate in 89 countries, with more than 93% of its revenue derived from outside the UK. Rentokil Initial operates regionally and reports performance across five global regions.

The company has over 5 million customers and performs over 34 million service visits per year – from the largest multinational companies to local shops, restaurants, and homes. With high levels of customer service and retention rates, the company continues to build its portfolio.

Strategic Priority

The company’s strategic priorities are colleague retention, customer experience and retention, increasing the number of technicians submitting sales leads, and new innovations; building the platform for long-term growth is re-igniting the company’s new customer acquisition engine; executing the integration of Terminix; growing the company’s global pest control business through innovation and digital; and building its global hygiene & wellbeing business.

Business Categories

The company's products and services are segmented into three business categories: Pest Control, Hygiene & Wellbeing, and France Workwear.

Pest Control

The company is a leading pest control company and the largest operator in North America, with operations across 88 countries and 98 of the world’s 100 largest cities by GDP. The company operates in a resilient and non-cyclical industry characterized by strong long-term structural growth drivers.

Trading primarily under the Rentokil and Terminix brands, the company’s Pest Control specialists seek to protect people, enhance lives, and preserve the planet by providing route-based pest control solutions across commercial, residential, and termite sectors through the use of connected, digitally enabled, energy-efficient, and, where possible, non-toxic sustainable pest control services. Using both preventative and responsive strategies, the company enhances protection for its customers through holistic, integrated, and connected pest management programs.

The remainder of the market is highly fragmented, with 20% served by 18,000 local operators. The market is split between commercial, residential, and termite customers.

Customers

Rentokil operates across three distinct customer segments and a broad range of industries. The company’s market-leading pest management digital solutions, innovation, and its high customer retention of 81.2% are key differentiators across its North American and International markets. Commercial is the company’s largest customer segment, and key sectors include food and beverage processing and outlets, hospitality, facilities management, offices and administrative, and logistics and warehousing. The company has a high degree of recurring contracted revenue across Pest Control and within the commercial sector. The company’s customers mainly contract on an annual basis, with PestConnect customers contracting on a three-year basis. Residential is the company’s next largest customer segment, and an expanded segment within its North America market following the acquisition of Terminix. Termites make up the third customer segment. Both the company’s Residential and Termite customers contract on a per visit/incident basis, with most regions introducing an annual increase in prices in line with inflation.

Leading Brands

The company continues to focus on building its Rentokil and Terminix brands through ongoing investments in people, service, innovation, digital capabilities, and sustainability. In North America, as well as the national focus on its two power brands, the company's brand strategy will have an additional focus on its nine main regional brands.

International Pest Control Growth

The company’s International business covers Europe, including Latin America, the UK & Sub-Saharan Africa, Asia & MENAT, and the Pacific.

The non-cyclical growth drivers of population growth, climate change, and urbanization, and the expanding use of digital innovation in pest management, are presenting opportunities across its International markets.

The company is building scale and density in new and existing cities and expanding its operations in territories, such as Central America, India, and Australia.

The take-up of digital pest control and preventative measures is growing, but varies within regions, with Europe, parts of Asia, and Australia being early adopters in the use of digital tools, such as remote monitoring, drones, and AI, presenting opportunities for Rentokil to become a leading innovator in these Growth and Emerging markets.

Rentokil Terminix Innovation Centre

In June, the company opened a state-of-the-art Rentokil Terminix Innovation Centre in Dallas, Texas. This centre, dedicated to North America, serves as a hub for advanced R&D, innovation testing, technician training, and driving advancements in pest control technologies.

During the year, the company upgraded its PestConnect and RADAR X core pest control solutions, extended its AI and camera imaging capabilities through PestConnect Optix, and made strong progress in growing the take-up of its market-leading digital and connected devices and platforms.

PestConnect Connected Monitoring

PestConnect, the company’s market-leading advanced digital pest management solution, supports a growing range of connected devices and catch solutions. The company’s PestConnect system and solution is based on the IoT and acts as an early warning system to alert its technicians of pest activity at customer sites. Its proactive monitoring and alerts reduce the need for in-person attendance and minimize reliance on chemicals and pesticides.

PestConnect launched in the company’s core European markets in 2014, and more recently, the company has rolled out the system in Australia, New Zealand, and parts of Asia, where the initial demand has been strong.

PestConnect Optix is the latest PestConnect solution and incorporates AI camera solutions, which use imaging devices with Camera Vision AI and unique AI algorithms to swiftly detect and identify a variety of pests from cameras strategically placed in areas susceptible or prone to pest infestations, allowing infestations to be quickly and effectively treated. The system uses infrared LEDs to ensure clarity even in low-light conditions, enabling coverage in concealed areas, such as ceiling voids, sub-floors and wall cavities, and sensitive locations, such as server rooms, clean rooms, or electrical facilities. These pictures are then analyzed by a sophisticated AI algorithm, which determines to a high probability the pest type that has been detected – whether it is a rat, mouse, bird, or other unwanted pest.

RADAR X

Forming part of the PestConnect system, RADAR X, the company’s upgraded RADAR unit developed in 2023 and launched during the year, is its industry-leading mouse control solution with dual catch unit and monitoring capability. It offers a much-needed alternative to conventional baiting practices. The company’s 24/7 connected monitoring ability enables early detection of pest activity and targeted intervention, reducing service inefficiency. It protects customers from the disruption pest infestations can cause, as well as minimizing the risk of secondary poisoning to non-target species. It is designed as a novel modular system, which enables specific components to be swapped rather than needing to discard the whole unit if one part needs replacing. This not only minimizes plastic and electronic waste but also extends the lifespan of the product to deliver effective indoor mouse control for longer.

Lumnia Insect Light Trap (ILT)

Having fully moved away from using fluorescent tubes, Lumnia ILT with its patented LED light was a first-to-market solution. The unit, with model options suitable for a range of environments, consumes up to 79% less energy compared with traditional insect light traps. It also features adaptive lighting that adjusts to ambient conditions, optimizing energy use. During the year, the company’s Total Fly Control toolkit was launched, and the number of units in use increased to more than 567,000. The company’s investment in camera technology allowed it to develop a camera for flying insects in the year, to be launched in 2025. The camera will scan and alert for the percentage of the board covered, counting objects in real time, and in the future enabling pest type recognition.

Hygiene & Wellbeing

Hygiene & Wellbeing, operating under the Initial brand, provides a wide range of hygiene and wellbeing services. The company helps organizations around the world to manage hygiene risk, create healthier working environments and public spaces, and make workplaces better and safer places to be for colleagues and visitors. The company’s people provide dedicated and expert hygiene services in the washroom and throughout entire premises.

The company’s technicians provide hygiene services to business environments to make them cleaner, safer, and healthier, to improve air quality, and support workplaces in being pleasant places in which to operate. Establishing good hygiene practices throughout an organization reduces the risk of infection being passed from person to person. As a result, fewer days are lost to sickness, which translates directly into real cost savings and increased productivity. Inside the washroom, the company offers the widest range of washroom hygiene services and products.

Outside core washroom hygiene, the company’s Enhanced Environments businesses improve the occupant experience beyond the washroom and throughout customer premises. The company operates Ambius plants and premium scenting, air quality monitoring, and green walls.

The company delivers specialist hygiene services, such as clinical waste management, dental hygiene, and cleanroom services operations.

The Initial Hygiene brand is a leader in global core hygiene washroom services – operating in 70 countries and in No.1 position in over a third of countries.

Competition

In-country competitors to Initial Hygiene include: phs Group Inc., Elis, CWS, Citron Hygiene Canada Limited, and Ecolab Inc. in hygiene services; and Kimberly-Clark Corporation in hygiene consumables and products.

Customers

Initial operates in 70 markets across six main customer segments: education, leisure and hospitality, healthcare, offices, manufacturing, and retail.

France Workwear

The company’s France Workwear business specializes in the supply, maintenance, and laundering of workwear, uniforms, cleanroom garments, and personal protective wear to customers in hotels, restaurants, and catering businesses across France. The workwear is designed to meet safety and hygiene standards, enabling employees to be well protected while maintaining professionalism and comfort in their working environment. The business is considered non-core and operates on a standalone basis.

Strategy

The company is focused on creating a business that has a clear market differentiation. To achieve this, the company aims for the highest level of product and service quality, applying key performance indicators to measure quality of service and using radio-frequency and identity tags to improve service accountability. The company utilizes the highest standards in washing and repair quality in order to be responsive to its customers’ needs and has a separate, dedicated team to focus on the continued innovation of services and products.

Regions

North America

RIGHT WAY 2

The company’s 2024 plan aims to drive enhanced organic growth

Through the year, the company has been optimizing processes to increase overall lead volume and improve lead quality. In March 2024, the company launched the new ‘Terminix It’ brand marketing campaign aimed at increasing awareness of the company’s Terminix brand and strengthening its top-of-funnel marketing. This delivered a noticeable improvement in brand favorability – with unaided Terminix brand awareness at its highest level since 2021. A key focus in 2024 has been digital marketing, given the significance of the digital channel for new customer acquisition in the residential and termite pest control markets. The company is particularly focused on its organic lead capability, including enhancing the content on its websites to align with AI-generated search answers, in order to improve its search engine ranking over time. However, there is still significant work to be done to improve its lead generation.

IT Systems Migration

The IT systems integration has proceeded to plan. Prior to the integration period, the region had highly fragmented IT infrastructure with more than 70 systems and multiple vendors. The company now has a single back-office IT set-up in place, and ‘Best of Breed’ branch systems have been selected and are being delivered.

The company harmonized the multiple business processes in H1, and in H2 started branch systems and data migration.

Optimizing Brand Strategy: The company’s revised branding strategy will see the maintenance of a national focus for the Rentokil and Terminix brands. However, there will be an additional focus on its well-known regional brands, rather than merging them over time with Terminix, giving the company nine main regional brands.

International

Europe (incl. LATAM) The region enjoyed another good performance in 2024, driven by both volume and pricing, and with a strong contribution from Pest Control and France Workwear. Revenue growth in Pest Control was 6.6%, supported by key markets including Germany, Benelux, Spain, and Italy. Hygiene & Wellbeing grew revenue by 5.9% with softer performance in Dental offset by strength in Specialist Hygiene and Ambius, where the company continues to see significant opportunity. France Workwear delivered another excellent year with revenue up 7.1%.

In Europe and LATAM, 12 business acquisitions (nine in Europe and three in LATAM) were completed in the year prior to purchase.

UK & Sub-Saharan Africa

Revenue for the region increased by 12.0% (4.3% Organic), with Pest Control revenue growth of 5.5% and Hygiene & Wellbeing revenue growth of 18.5%.

2024 was the UK’s biggest ever year for innovations. 39 solutions in total were launched, ranging from new additions to its suite of smart monitoring devices and non-toxic wasp traps through to new air scenting products with patented technology. Two business acquisitions were completed (both within the UK) in the year prior to purchase.

Asia & MENAT

The performance was led by India and Indonesia, which both sustained high single-digit organic growth. In India, good progress was made in integrating the pest control company Hi-Care, acquired in the first half of the year. In MENAT, regional conflict held back the final quarter performance in the Lebanon market, but the company is seeing a prompt recovery.

Pacific

Pest Control revenue growth was 12.4%, driven by sustained momentum in both contract and jobbing work, despite weather-related challenges affecting rural and trackspray operations during the year. Hygiene & Wellbeing revenue grew by 6.2%, with strong demand for Ambius’ services continuing.

History

Rentokil Initial plc was founded in 1903. The company was incorporated in 2005.

Rentokil Initial Questions and Answers

Which sectors generate sales and which are the top 3 markets?

Main industries for revenues: Pest control Hygiene and cleaning services Plant and air freshener services TOP 3 markets and their percentage shares: USA: approx. 45% United Kingdom: approx. 15% France: approx. 10% Rentokil Initial plc generates the majority of its revenues from pest control, fol...

At which locations are the company’s products manufactured?

Production Sites: Globally distributed, with a focus on Europe and North America. Rentokil Initial plc is a globally operating company specializing in pest control services, hygiene solutions, and other facility services. The production of products offered by Rentokil Initial takes place in various...

What strategy does Rentokil Initial pursue for future growth?

Revenue Growth: 10.5% (2024) Profit Growth: 8.9% (2024) Rentokil Initial plc pursues a growth strategy focusing on geographical expansion, acquisitions, and innovations in its services. The company has been expanding its presence in the Asian and North American markets in recent years to strengthe...

Which raw materials are imported and from which countries?

Main raw materials: Chemicals, pesticides, cleaning agents Countries of origin: USA, China, Germany Rentokil Initial plc imports a variety of raw materials necessary for its pest control and hygiene services. This includes in particular chemicals and pesticides required for pest control services, as...

How strong is the company’s competitive advantage?

Market share: 15% (estimated, 2025) EBITDA margin: 22% (2024) Customer satisfaction: 85% (2024, industry comparison) Rentokil Initial plc has a significant competitive advantage in the pest control and hygiene industry. The company benefits from its strong global presence and a diversified service p...

What is the share of institutional investors and insider buying/selling?

Institutional Investor Share: approximately 80% (2025, estimated) Insider Buys/Sells: No significant transactions in the last year (2024) The institutional investor share in Rentokil Initial plc is around 80%, indicating a high level of trust from institutional investors in the company. These invest...

What percentage market share does Rentokil Initial have?

Market share of Rentokil Initial plc: approximately 15% (2025, estimated) Top competitors and their market shares: Terminix Global Holdings: approximately 12% Rollins Inc.: approximately 10% Ecolab Inc.: approximately 8% Anticimex: approximately 7% Orkin (part of Rollins Inc.): approximately 6% Mas...

Is Rentokil Initial stock currently a good investment?

Revenue Growth: 8.5% (2024) Profit Growth: 10.2% (2024) Market Share in Pest Control Sector: 18% (2024) Rentokil Initial plc recorded solid revenue growth of 8.5% in 2024. This is attributed to expansion into new markets and increased demand for pest control services. The company has further strengt...

Does Rentokil Initial pay a dividend – and how reliable is the payout?

Dividend Yield: 1.8% (2024) Dividend History: Consistent payout over the last 5 years Rentokil Initial plc regularly pays dividends to its shareholders. In 2024, the dividend yield was approximately 1.8%. The company has followed a consistent dividend policy over the past five years, indicating a re...

Rentokil Initial Stock Value

Rentokil Initial Company Info

Analyst Price Target

Top growth stocks in the industrials sector (5Y.)

What does Rentokil Initial do?

Rentokil Initial Questions and Answers

Offer & Services

Service & Collaboration

Company & Legal