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Cigarette maker Altria gets a boost as Marlboro losses ease

By Thomson Reuters Apr 30, 2026 | 6:08 AM

April 30 (Reuters) – Altria beat Wall Street expectations for first-quarter profit and revenue on Thursday, as the Marlboro-maker slowed market share losses and pushed ​further into discount cigarettes.

Shares of the company were ‌up about 7% in early trading, offering a smooth send-off for CEO Billy Gifford due to step down in mid-May.

In the final years of his tenure, Altria’s tobacco business, including the pricier ‌Marlboro, ​has lost market share to discount brands ⁠as costs of living ⁠soared.

Investors welcomed a slowdown in Marlboro’s losses and a boost from Altria’s own cheaper labels such as Basic.

Gifford said pressures on consumer income, such as higher ​gas prices due to the Iran war, were driving growth in cheaper cigarettes.

A boom in the popularity ⁠of vapes, often sold without ⁠the permission of U.S. regulators, has also ​hurt the company. Altria said on Thursday this pressure was moderating.

A “BIG ​BEAT”

The company’s “big beat” versus forecasts was encouraging, Simon Hales, ‌analyst at Citi, wrote in a note, adding that cigarette volumes were well ahead of expectations.

Altria also grew revenue by hiking prices of both cigarettes and oral ⁠tobacco products like nicotine pouch label On!.

At the same time, it has shifted into contract manufacturing for overseas players in ⁠order to grow ‌its exports and benefit from related tax ⁠rebates – a move that also gave ​its quarterly ‌performance a boost.

The company reported revenue ​of $5.43 billion ⁠for the quarter ended March 31, beating analysts’ average estimate of $4.58 billion, according to data compiled by LSEG.

Adjusted quarterly profit of $1.32 per share also topped expectations of $1.25.

(Reporting by Neil J Kanatt in Bengaluru and Emma Rumney in London; Editing ​by Shreya Biswas)