Struggles and Opportunities for Tobacco Giant Altria.

Aug.10.2022
Struggles and Opportunities for Tobacco Giant Altria.
Altria, a tobacco giant, has suffered setbacks with investments in Juul Labs and IQOS, causing a decline in their stock value.

A tobacco giant has just gone through a series of unfortunate events.


Altria finds itself in a position where its traditional cigarette business has been more successful than its newer tobacco products.


Tobacco company Altria fell short of analysts' revenue predictions for the second quarter, but exceeded profit expectations. Its investment in e-cigarette manufacturer Juul Labs was dealt a major blow by the US Food and Drug Administration, which ordered the removal of its products from store shelves.


Photo credit: GETTY IMAGES


Meanwhile, the US International Trade Commission has ruled that the import of IQOS heated tobacco devices by Philip Morris International into the country is prohibited. These devices are sold under Altria's Marlboro heated tobacco brand, resulting in a setback for Altria's harm reduction product development.


This is reflected in its stock price, which has dropped by one-fifth in the past three months. These stocks rose by 20% in June, but have fallen by nearly 7% overall this year. This has left investors questioning whether it is worthwhile to purchase Altria's stocks.


With traditional smoking rates in long-term decline, Altria is now the only major tobacco company on the market without an electronic cigarette. Let's take a look at whether adding this tobacco stock to your investment portfolio would result in losses.


Negatively impacted by the market.


Inflation also comes at a cost. While Altria's own expenses are rising as a result, its customers are also having to deal with skyrocketing food and energy costs, which reduces their limited disposable income and leads them to prioritize their investments.


In the first quarter, revenues decreased by 5.7% to $6.5 billion, although this figure includes the impact of Altria's sale of its wine business in October last year. After deducting consumption tax, revenues decreased by 4.3% to $5.4 billion.


However, adjusted profits increased by nearly 3%, to $1.26 per share, as Altria repurchased over 21 million shares of stock in the first six months of this year. Although net profits declined, this was largely due to Altria's investments in Juul, Anheuser-Busch InBev, and cannabis producer Cronos.


Despite performing well, the brewery had to completely write off its investments in Russia - the rise in foreign exchange rates temporarily lowered the fair value of these investments below their book value, resulting in non-cash impairment charges. Cronos also weighed on performance, causing a $120 million loss in equity investments for the quarter.


However, the true heavy blow was to Juul, as Altria's $13.4 billion investment in the company has now decreased in value by 35%. It has now been valued at $450 million due to the decreased likelihood of the FDA revoking its decision on Juul products (the agency did indeed pause the ban to review its decision). If the FDA upholds its ban, Juul is expected to declare bankruptcy.


Rising from the ashes.


This appears to be a gloomy landscape, but Altria also has many things to do.


The company can once again invest in its electronic cigarette business, as its investment in Juul prevented it from doing so unless the transaction value decreased by 90% or more. With experience in such products through its previously shelved MarkTen brand, it can relaunch these products or even acquire existing ones.


Altria has also invested in other smokeless tobacco options, including nasal snuff and nicotine pouches. It owns the Copenhagen and Skoal brands of nasal snuff, as well as the On! brand of nicotine pouches that was introduced a few years ago.


Tobacco products that are consumed orally make up nearly 47% of the market, with the 200-year-old Copenhagen brand holding a leading position with a 27.2% market share. The On! brand has grown to almost 5% of the market. Altria's Marlboro brand has been the market leader for the past 45 years, continuing to hold close to half of the traditional cigarette market.


Development opportunities


Altria is performing well financially, with its stock being very affordable, trading at only eight times next year's earnings. The stock is priced at around $44 per share, a departure from 2015 and the market crash earlier in the pandemic.


Altria's stock is an attractive buy with its rich 8.1% dividend, which has increased annually for over 50 years and earned it the title of dividend king.


Statement:


This article is compiled from third-party information and is solely intended for industry professionals to share and learn from.


This article does not represent the views of 2FIRSTS, and 2FIRSTS cannot confirm the authenticity and accuracy of its contents. The translation of this article is only intended for communication and research within the industry.


Due to limitations in translation abilities, the translated article may not accurately reflect the original text. Please refer to the original text for accuracy.


2FIRSTS aligns completely with the Chinese government's domestic, Hong Kong/Macau/Taiwan-related, and international expressions and positions.


The copyright of the compiled information belongs to the original media and author. If there is any infringement, please contact us for deletion.



Disclaimer

This article is provided solely for professional research, industry discussion, and informational purposes. Any references to brands, companies, products, technologies, or policies are made for factual reporting and analytical purposes only, and do not constitute endorsement, recommendation, promotion, or advertising by 2Firsts.

Nicotine-containing products, including but not limited to cigarettes, e-cigarettes, heated tobacco products, and nicotine pouches, carry significant health risks. Readers are responsible for complying with all applicable laws and regulations in their respective jurisdictions, including age restrictions and access limitations.

The information contained in this article should not be regarded as investment, legal, medical, regulatory, or commercial advice. While 2Firsts strives to ensure the accuracy and reliability of its content, it does not assume liability for any direct or indirect loss arising from errors, omissions, inaccuracies, or reliance on the information contained herein.

This article is not intended for individuals below the legal age for accessing tobacco or nicotine-related information in their jurisdiction.

 

Copyright Notice

This article is either original content produced by 2Firsts or content reproduced, translated, summarized, or adapted from third-party sources with attribution where applicable. The intellectual property rights of the original content remain with 2Firsts or the respective original rights holders.

No individual or organization may copy, reproduce, distribute, republish, modify, translate, or otherwise use this content without prior authorization. Any unauthorized use may result in legal action.

For copyright-related inquiries, corrections, or removal requests, please contact: info@2firsts.com.

 

AI-Assisted Translation and Editing Notice

Portions of this article may have been translated, edited, or reviewed with the assistance of artificial intelligence tools to improve efficiency and readability. Due to the limitations of AI-assisted translation and editing, discrepancies, omissions, or inaccuracies may exist when compared with the original source.

Where applicable, readers are advised to refer to the original source for the most complete and accurate information. If you identify any errors or believe that any content infringes upon your rights, please contact us at info@2firsts.com, and we will review and address the matter promptly.

Product | PIXL Adds 6ml PIXL 5K in UK Alongside 12ml PIXL 8000 as Vape Duty Takes Effect
Product | PIXL Adds 6ml PIXL 5K in UK Alongside 12ml PIXL 8000 as Vape Duty Takes Effect
Vaping brand PIXL has introduced the PIXL 5K reusable prefilled pod device in the UK, featuring a 2ml prefilled pod and a 4ml refill container with a combined e-liquid capacity of 6ml. The device uses 20mg/ml nicotine salt e-liquid and is advertised to deliver up to approximately 5,000 puffs. Available through UK retailers by August 2026, the PIXL 5K sits alongside the existing 12ml PIXL 8000. The UK's Vaping Products Duty took effect on October 1 at £0.22 per millilitre, producing theoretical duty amounts of £1.32 and £2.64 for the two products' respective full refill sets.
product
Oct.10
AIR Global Starts Debt Refinancing Four Months After Nasdaq Listing With About $400 Million Notes Expected
AIR Global Starts Debt Refinancing Four Months After Nasdaq Listing With About $400 Million Notes Expected
AIR Limited, a wholly owned subsidiary of AIR Global, has launched an offering of U.S. dollar-denominated senior unsecured notes, with proceeds primarily intended to repay its existing term loan and revolving credit facility. AIR has not disclosed the final size, maturity or coupon; Refinitiv, citing Moody's, reported an expected issuance of approximately $400 million and a Ba3 rating. AIR had about $412.4 million outstanding under the two bank facilities at June 30 and net debt of $344.8 million. In the first half of 2026, AIR's Al Fakher-led flavored shisha molasses business generated about 99% of company revenue, while New Growth Categories including Crown Switch produced $2.2 million in revenue and remained loss-making on an adjusted EBITDA basis.
Sep.23
EU Tobacco Tax Reform Targets November Push as Sweden Holds Nicotine-Pouch Minimum at €20 per Kilogram
EU Tobacco Tax Reform Targets November Push as Sweden Holds Nicotine-Pouch Minimum at €20 per Kilogram
The Irish presidency of the Council of the European Union is using bilateral talks to push the bloc’s Tobacco Taxation Directive toward a political agreement in November. According to Law360, citing an EU official, Sweden is unwilling to accept a minimum excise threshold above €20 per kilogram for nicotine pouches. Council negotiations have already lowered the European Commission’s original proposal, but a May 2026 presidency compromise still set the minimum at 10% of the tax-inclusive retail price or €30 per kilogram in 2028-29, with higher levels later.
Market
Sep.17 by 2Firsts Perspectives
Product | DOJO Launches BLAST10K Fresh in UK With 0+10ml E-Liquid Structure, Retaining 2+8ml Pod Compatibility
Product | DOJO Launches BLAST10K Fresh in UK With 0+10ml E-Liquid Structure, Retaining 2+8ml Pod Compatibility
DOJO launched the BLAST10K Fresh in the UK on September 4, 2026, introducing its INSTA-JUICED™ technology and a new 0+10ml structure that keeps e-liquid separated from the coil before activation. The device features a 1000mAh rechargeable battery, COREX BLAST dual-mesh technology and SSS leak-resistant technology, with a manufacturer-rated capacity of up to 10,000 puffs. It also retains compatibility with existing 2+8ml pods across the BLAST ecosystem. The launch introduces eight new flavors, including Matcha Strawberry, which DOJO describes as an industry first.
Market
Sep.04
Product | KT&G to Launch lil Tonino Lamborghini in South Korea, Bringing 3-Second Heat-Up to New HTP Platform
Product | KT&G to Launch lil Tonino Lamborghini in South Korea, Bringing 3-Second Heat-Up to New HTP Platform
KT&G will launch the lil Tonino Lamborghini heated tobacco device in Seoul on September 15, 2026. The product introduces a new heating technology called Flashwave Heating, which uses microwaves to heat tobacco sticks internally and delivers a manufacturer-rated heat-up time of about three seconds. The device features an all-metal aluminum body, a color display and a dedicated GUI, and launches alongside a new line of NAU tobacco sticks that are incompatible with existing lil consumables. Korean media describe the product as KT&G's first new heated tobacco platform since lil AIBLE was introduced in 2022.
Aug.31
Philip Morris Malaysia Again Meets Religious Authority Over Cigarette Alternatives as Perlis Mufti Responds on Halal Criteria
Philip Morris Malaysia Again Meets Religious Authority Over Cigarette Alternatives as Perlis Mufti Responds on Halal Criteria
Philip Morris Malaysia Managing Director Naeem Shahab Khan met Perlis Mufti Mohd Asri Zainul Abidin on September 17 and presented the company's shift from conventional cigarettes toward alternative products. The mufti said a product could be considered halal if it is clean, its side effects are not harmful or can be controlled, and it does not involve excessive waste. His remarks did not mention IQOS or any other specific PMI product and did not amount to a new product-specific religious ruling. It was at least the second publicly reported engagement between Philip Morris Malaysia and a Malaysian religious institution over cigarette alternatives within six months.
Regulations
Sep.18 by 2Firsts Perspectives