Rentokil Initial PLC (LSE:RTO), the London-listed pest control group, recorded the strongest website traffic growth among major industry brands in July, according to alternative data compiled by RBC Capital Markets.
Unique visits to Rentokil's site climbed around 28.9% year on year, RBC said, though the bank cautioned that the jump was flattered by a weak comparison a year earlier.
Orkin, owned by US rival Rollins, followed with a roughly 13% increase, while Terminix bucked the trend with a 2.9% decline.
Across the sector, unique visits rose about 8.9% year on year, and Google search interest in "pest control" ran roughly 7.2% higher than in July 2025.
RBC framed the data as tentative evidence of recovering demand, noting that visits picked up towards the end of June and into July after a soft spring.
The reading follows a difficult stretch for Rollins, which RBC downgraded to sector perform from outperform on 22 July, cutting its price target to $40 from $52.
Consumer growth at the company has moderated over the past three quarters, with management citing weaker lead volumes, a late mosquito season and the possible impact of generative AI on search-driven customer acquisition.
RBC said the weakness was not broad-based, with brands relying on door-to-door sales and direct relationships continuing to post solid organic growth.
The bank retains an 'outperform' rating on Rentokil, though it trimmed its price target to 480p from 540p in late July.
The shares were flat at 351.8p.
