We use cookies to understand how you use our site and to improve your experience.
This includes personalizing content and advertising.
By pressing "Accept All" or closing out of this banner, you consent to the use of all cookies and similar technologies and the sharing of information they collect with third parties.
You can reject marketing cookies by pressing "Deny Optional," but we still use essential, performance, and functional cookies.
In addition, whether you "Accept All," Deny Optional," click the X or otherwise continue to use the site, you accept our Privacy Policy and Terms of Service, revised from time to time.
You are being directed to ZacksTrade, a division of LBMZ Securities and licensed broker-dealer. ZacksTrade and Zacks.com are separate companies. The web link between the two companies is not a solicitation or offer to invest in a particular security or type of security. ZacksTrade does not endorse or adopt any particular investment strategy, any analyst opinion/rating/report or any approach to evaluating individual securities.
If you wish to go to ZacksTrade, click OK. If you do not, click Cancel.
Altria on! PLUS Reaches 120,000 Stores: What's Next for Growth?
Read MoreHide Full Article
Key Takeaways
Altria's on! PLUS reached about 120,000 stores, covering roughly 90% of nicotine-product volume.
on! retail share rose to 8.6% in Q2, while first-half shipment volume increased 5.1%.
New strengths and flavors are planned for the second half of 2026, broadening the on! PLUS portfolio.
Altria Group, Inc.’s (MO - Free Report) on! PLUS has moved into a broader phase of expansion after reaching about 120,000 stores nationwide in the second quarter of 2026. The retail footprint covers roughly 90% of nicotine-product volume, giving the brand substantial availability following its national rollout. The expansion is already contributing to on!’s performance, with retail share reaching 8.6% in the second quarter, up 0.8 share points sequentially and 0.3 share points year over year.
Volume trends also show the early contribution from on! PLUS. Reported on! shipment volume was 49.9 million cans in the second quarter, down 4.2% year over year because of trade inventory movements. However, first-half shipment volume increased 5.1%, reflecting the early impact of the on! PLUS expansion. Early retail data also indicated incremental volume contributions and encouraging repeat-purchase rates. Brand-building investments supported awareness, with on! brand awareness rising to 57% from 53% among adult nicotine consumers aged 21-54 in the first half.
The next expansion phase centers on product variety. Shipments of 12-milligram on! PLUS resumed in Florida, North Carolina and Texas in three flavors, with national expansion planned for the third quarter. Additional flavors across 6, 9 and 12-milligram strengths, beginning with Blueberry Mint and Mango Pineapple, are planned for the fourth quarter. These additions broaden the portfolio beyond the initial rollout and extend the brand’s presence across strengths and flavors.
MO’s on! PLUS Faces Expanding Competition in Nicotine Pouches
Philip Morris International Inc. (PM - Free Report) is strengthening its U.S. nicotine pouch position through ZYN. In the second quarter of 2026, ZYN shipments rose 1.8% to 2.9 billion pouches, while offtake was flat to slightly higher year over year. Philip Morris also launched 9 and 11-milligram ZYN ULTRA moist variants. In the third quarter, Philip Morris plans 1.5 and 8-milligram dry variants and higher U.S. investment.
Turning Point Brands, Inc. (TPB - Free Report) is also building momentum in nicotine pouches through FRE and ALP. In the second quarter of 2026, Modern Oral net sales surged 128% to $68.4 million and represented 48% of total company net sales. Turning Point Brands is expanding retail distribution, with chain-store count expected to rise 70% year over year by 2026-end. To support its Modern Oral brands, Turning Point Brands is also investing in sales and marketing.
Altria’s Price Performance, Valuation & Estimates
Shares of Altria have gained 0.5% in the past month compared with the industry’s growth of 1%.
Image Source: Zacks Investment Research
From a valuation standpoint, MO trades at a forward price-to-earnings ratio of 11.87X, down from the industry’s average of 15.18X.
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.
View the Zacks #1 Rank List
Image: Bigstock
Altria on! PLUS Reaches 120,000 Stores: What's Next for Growth?
Key Takeaways
Altria Group, Inc.’s (MO - Free Report) on! PLUS has moved into a broader phase of expansion after reaching about 120,000 stores nationwide in the second quarter of 2026. The retail footprint covers roughly 90% of nicotine-product volume, giving the brand substantial availability following its national rollout. The expansion is already contributing to on!’s performance, with retail share reaching 8.6% in the second quarter, up 0.8 share points sequentially and 0.3 share points year over year.
Volume trends also show the early contribution from on! PLUS. Reported on! shipment volume was 49.9 million cans in the second quarter, down 4.2% year over year because of trade inventory movements. However, first-half shipment volume increased 5.1%, reflecting the early impact of the on! PLUS expansion. Early retail data also indicated incremental volume contributions and encouraging repeat-purchase rates. Brand-building investments supported awareness, with on! brand awareness rising to 57% from 53% among adult nicotine consumers aged 21-54 in the first half.
The next expansion phase centers on product variety. Shipments of 12-milligram on! PLUS resumed in Florida, North Carolina and Texas in three flavors, with national expansion planned for the third quarter. Additional flavors across 6, 9 and 12-milligram strengths, beginning with Blueberry Mint and Mango Pineapple, are planned for the fourth quarter. These additions broaden the portfolio beyond the initial rollout and extend the brand’s presence across strengths and flavors.
MO’s on! PLUS Faces Expanding Competition in Nicotine Pouches
Philip Morris International Inc. (PM - Free Report) is strengthening its U.S. nicotine pouch position through ZYN. In the second quarter of 2026, ZYN shipments rose 1.8% to 2.9 billion pouches, while offtake was flat to slightly higher year over year. Philip Morris also launched 9 and 11-milligram ZYN ULTRA moist variants. In the third quarter, Philip Morris plans 1.5 and 8-milligram dry variants and higher U.S. investment.
Turning Point Brands, Inc. (TPB - Free Report) is also building momentum in nicotine pouches through FRE and ALP. In the second quarter of 2026, Modern Oral net sales surged 128% to $68.4 million and represented 48% of total company net sales. Turning Point Brands is expanding retail distribution, with chain-store count expected to rise 70% year over year by 2026-end. To support its Modern Oral brands, Turning Point Brands is also investing in sales and marketing.
Altria’s Price Performance, Valuation & Estimates
Shares of Altria have gained 0.5% in the past month compared with the industry’s growth of 1%.
Image Source: Zacks Investment Research
From a valuation standpoint, MO trades at a forward price-to-earnings ratio of 11.87X, down from the industry’s average of 15.18X.
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.
Altria currently carries a Zacks Rank #3 (Hold). You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.