Altria is the dominant cigarette maker in the US. Its Marlboro brand holds a 40% share per Euromonitor, towering above the 13% held by the next-largest marker. The US market size has remained around $90 billion for several years, as price increases offset volume declines.
The US market, while mature in volume terms, is a highly affordable one relative to other developed markets. This leaves headroom for price increases for many years.
Bears
As a US pure play, Altria lacks exposure to some of the emerging markets where total tobacco consumption is increasing, leaving it subject to the annual rate of domestic secular decline that is well above the global average.
Altria comprises Philip Morris USA, U.S. Smokeless Tobacco, John Middleton, Horizon Innovations, and Helix Innovations. Through its tobacco subsidiaries, Altria maintains the leading position in cigarettes and smokeless tobacco in the United States and the number-two spot in machine-made cigars. The company's Marlboro brand is the leading cigarette brand in the US with 40% share in 2024. Beyond its core business, it holds an 8% interest in the world's largest brewer, Anheuser-Busch InBev, and a 41% stake in cannabis manufacturer Cronos. In reduced-risk products, it acquired vaping company Njoy Holdings in 2023, operates a joint venture with Japan Tobacco in the heated tobacco category for the US, and sells the On brand in nicotine pouches.