Finance
Marlboro-maker Altria forecasts 2026 profit above estimates after price hikes
Published by Global Banking and Finance Review
Posted on January 29, 2026
2 min readLast updated: January 29, 2026
Quick Summary
Altria forecasts 2026 profit above estimates, leveraging price hikes amid market challenges. CEO transition and product category issues are key focus areas.
Marlboro-maker Altria forecasts 2026 profit above estimates after price hikes
Altria's Financial Outlook and Market Challenges
Jan 29 (Reuters) - Tobacco company Altria forecast full-year profit above analysts' estimates on Thursday, on the back of price hikes for its cigarette and oral tobacco products.
Impact of Price Increases
The company's shares were down about 2% in premarket trading. In 2025, Altria shares were down about 10%.
Challenges in New Product Categories
Altria and rival tobacco companies have looked to smoking alternatives such as vapes and nicotine pouches to shore up revenue as health concerns curb cigarette use.
CEO Transition and Future Strategy
But the transition has been bumpy, with Altria's foray into new categories facing setbacks, most recently an import block on its NJOY e-cigarette brand over a patent dispute.
Altria does not expect NJOY to return to the marketplace in 2026. It also expects limited impact from efforts to crack down on a booming market for unregulated vapes in the U.S., which have hurt both cigarette and e-cigarette sales at Altria and peers alike.
Demand for its nicotine pouch label On!, meanwhile, has slowed amid growing competition from rivals such as British American Tobacco's Velo.
With sales of Altria's traditional tobacco products in decline and Altria battling to grow sales of newer products such as vapes, price hikes have remained a key lever to preserve margins.
The company expects annual adjusted earnings of $5.56 to $5.72 per share for 2026, the midpoint of which is higher than analysts' estimate of $5.58, as per LSEG data.
The Richmond, Virginia-based company reported adjusted earnings of $1.30 per share for the fourth quarter, slightly lower than analysts' estimates of $1.32 per share.
Its smokeable product revenue was down 2.7%, while the quarterly shipment volume for cigarettes fell 7.9%.
Altria's CEO Billy Gifford will retire in May after more than five years at the helm. He will be succeeded by finance chief Salvatore Mancuso.
(Reporting by Angela Christy in Bengaluru and Emma Rumney in London; Editing by Shilpi Majumdar and Krishna Chandra Eluri)
Key Takeaways
- •Altria forecasts 2026 profit above analyst estimates.
- •Price hikes are key to maintaining margins.
- •Challenges persist in new product categories like vapes.
- •CEO Billy Gifford to retire, succeeded by Salvatore Mancuso.
- •NJOY e-cigarettes face import block due to patent dispute.
Frequently Asked Questions about Marlboro-maker Altria forecasts 2026 profit above estimates after price hikes
1What is profit?
Profit is the financial gain obtained when the revenue from business activities exceeds the costs associated with those activities.
2What are price hikes?
Price hikes refer to increases in the selling prices of goods or services, often implemented by companies to maintain profit margins.
3What are new product categories?
New product categories are segments of goods or services that a company introduces to diversify its offerings and attract different customer bases.
4What is a CEO transition?
A CEO transition occurs when a company appoints a new Chief Executive Officer, often resulting from retirement, resignation, or strategic changes.
5What is adjusted earnings?
Adjusted earnings are a company's profit figures that have been modified to exclude certain one-time expenses or incomes, providing a clearer view of ongoing profitability.
