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Altria Group, Inc.’s MO cigarette business is showing resilience despite continued pressure on U.S. smokers. In the second quarter of 2026, reported domestic cigarette shipment volume fell 3.2%. After adjusting for trade inventory movements, the decline was an estimated 4.5%, compared with an estimated 5% drop for the overall domestic cigarette industry. For the first half, Altria’s adjusted decline was about 4% compared with 5% for the industry.
The moderation was primarily tied to reduced cross-category movement between cigarettes and illicit-flavored disposable e-vapor products, even as inflation, elevated gas prices and other pressures continued to influence cigarette purchasing. The industry’s discount retail share rose 2.6 percentage points year over year in the second quarter. Against that backdrop, Basic’s retail share increased 2.3 points year over year and 0.3 points sequentially. Marlboro, meanwhile, held a 59.6% share of the premium segment, unchanged from a year earlier and up 0.1 point sequentially.
Pricing also helped offset volume pressure. Smokeable price realization was 4.5% in the quarter, supported by strong Marlboro pricing, while Marlboro’s retail price was about 7% higher year over year. Smokeable-products net revenues increased 0.7%, while revenues net of excise taxes rose 2%. Adjusted operating companies income advanced 2.4% to $3,018 million, with margin expanding 30 basis points to 64.8%, helped by higher pricing and higher refunds of taxes and duties on imported cigarettes. The combination of relatively better volume performance, stable premium-segment share and strong pricing helped Altria’s cigarette business limit the impact of continued industry-wide volume pressure.
Altria’s Cigarette Resilience Stands Out Against Peers
Philip Morris International Inc. (PM - Free Report) also showed resilience in its cigarette business, with international combustible cigarette volume increasing 1.1% in the second quarter of 2026. While Marlboro gained 0.3 percentage points to a record 11% share, Philip Morris’s cigarette category volume share remained stable at 25.3%. Philip Morris also delivered 10% pricing in international combustibles, supporting 9.8% net revenue growth.
Turning Point Brands, Inc. (TPB - Free Report) also showed strength in nicotine products as cigarette consumption shifts. In the second quarter of 2026, Turning Point Brands’ Modern Oral net sales jumped 128% year over year to $68.4 million, while gross sales rose 149%. Turning Point Brands’ Modern Oral business accounted for 48% of total revenues, up from 26% a year earlier, reflecting strong growth in nicotine pouches.
Altria’s Price Performance, Valuation & Estimates
Shares of Altria have fallen 10.9% in the past three months compared with the industry’s decline of 3.1%.
Image Source: Zacks Investment Research
From a valuation standpoint, MO trades at a forward price-to-earnings ratio of 11.37X, down from the industry’s average of 15.31X.
Image Source: Zacks Investment Research
The Zacks Consensus Estimate for MO’s 2026 and 2027 earnings implies year-over-year growth of 4.6% and 3%, respectively.
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Image: Bigstock
Why Altria's Cigarette Business Is Holding Up Better Than Expected
Key Takeaways
Altria Group, Inc.’s MO cigarette business is showing resilience despite continued pressure on U.S. smokers. In the second quarter of 2026, reported domestic cigarette shipment volume fell 3.2%. After adjusting for trade inventory movements, the decline was an estimated 4.5%, compared with an estimated 5% drop for the overall domestic cigarette industry. For the first half, Altria’s adjusted decline was about 4% compared with 5% for the industry.
The moderation was primarily tied to reduced cross-category movement between cigarettes and illicit-flavored disposable e-vapor products, even as inflation, elevated gas prices and other pressures continued to influence cigarette purchasing. The industry’s discount retail share rose 2.6 percentage points year over year in the second quarter. Against that backdrop, Basic’s retail share increased 2.3 points year over year and 0.3 points sequentially. Marlboro, meanwhile, held a 59.6% share of the premium segment, unchanged from a year earlier and up 0.1 point sequentially.
Pricing also helped offset volume pressure. Smokeable price realization was 4.5% in the quarter, supported by strong Marlboro pricing, while Marlboro’s retail price was about 7% higher year over year. Smokeable-products net revenues increased 0.7%, while revenues net of excise taxes rose 2%. Adjusted operating companies income advanced 2.4% to $3,018 million, with margin expanding 30 basis points to 64.8%, helped by higher pricing and higher refunds of taxes and duties on imported cigarettes. The combination of relatively better volume performance, stable premium-segment share and strong pricing helped Altria’s cigarette business limit the impact of continued industry-wide volume pressure.
Altria’s Cigarette Resilience Stands Out Against Peers
Philip Morris International Inc. (PM - Free Report) also showed resilience in its cigarette business, with international combustible cigarette volume increasing 1.1% in the second quarter of 2026. While Marlboro gained 0.3 percentage points to a record 11% share, Philip Morris’s cigarette category volume share remained stable at 25.3%. Philip Morris also delivered 10% pricing in international combustibles, supporting 9.8% net revenue growth.
Turning Point Brands, Inc. (TPB - Free Report) also showed strength in nicotine products as cigarette consumption shifts. In the second quarter of 2026, Turning Point Brands’ Modern Oral net sales jumped 128% year over year to $68.4 million, while gross sales rose 149%. Turning Point Brands’ Modern Oral business accounted for 48% of total revenues, up from 26% a year earlier, reflecting strong growth in nicotine pouches.
Altria’s Price Performance, Valuation & Estimates
Shares of Altria have fallen 10.9% in the past three months compared with the industry’s decline of 3.1%.
Image Source: Zacks Investment Research
From a valuation standpoint, MO trades at a forward price-to-earnings ratio of 11.37X, down from the industry’s average of 15.31X.
Image Source: Zacks Investment Research
The Zacks Consensus Estimate for MO’s 2026 and 2027 earnings implies year-over-year growth of 4.6% and 3%, respectively.
Image Source: Zacks Investment Research
Altria currently carries a Zacks Rank #3 (Hold). You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.