Altria (MO) yields 6.6%, but Philip Morris (PM) backs its dividend with 10% revenue growth and 42% smoke-free revenue.
Altria paid $7 billion in dividends against $6.95 billion net income while carrying negative stockholders’ equity of $3.2 billion.
Altria’s on! nicotine pouch share collapsed from 16.7% to 13.4% as rivals capture the fastest-growing tobacco category.
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Altria (NYSE:MO) has more risk than its yield suggests. The yield is easy to like. A forward dividend of $4.44 a share against a $66.94 stock price works out to about 6.6%, and the board just raised the quarterly payout to $1.11. To a retiree, that looks like a reliable paycheck. Behind it sit a shrinking core business, a smoke-free strategy that keeps losing ground, and a balance sheet with no buffer.
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MO Price Target — 24/7 Wall St.
Cigarette Volumes Keep Falling, and Price Hikes Are Covering the Gap
Domestic cigarette shipment volume fell 10.0% in 2025. Marlboro’s retail share dropped 1.4 points to 39.7% in Q1 2026, then lost another 1.5 share points year over year in Q2 as discount share grew 2.6 share points. Altria fills the hole with price. Marlboro’s retail price rose about 7% in Q2. That strategy depends on smokers who, by management’s own account, are stretched. Altria’s chief executive told analysts in July, “The consumer remains under pressure.”
Altria Is Losing the One Category That Is Growing
Altria took $2.2 billion in NJOY e-vapor impairment charges in 2025, and NJOY ACE has no announced return date. In nicotine pouches, which reached 58.1% of U.S. oral tobacco, on! saw its category share fall 4.2 points to 13.4% in Q1 2026, down from 16.7% in Q2 2025. on! shipments then dropped 4.2% in Q2. Rivals are getting the growth Altria needs.
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Dividend Coverage Has Thinned and the Balance Sheet Offers No Buffer
Altria paid $7.0 billion in dividends in 2025 against net income of $6.95 billion. Stockholders’ equity stood at negative $3.2 billion in Q1 2026, with total liabilities of $37.7 billion above total assets of $34.6 billion. The forward dividend uses up about 78% to 79% of 2026 adjusted EPS guidance of $5.61 to $5.72, which implies just 3.5% to 5.5% growth, partly helped by buybacks. Even the Q1 revenue jump of 20.1% leaned on 610 million contract-manufactured export sticks.
Bulls point to the record. The 2025 raise was Altria’s 60th increase in 56 years, and debt-to-EBITDA stands at a manageable 1.9 times. That run was built on pricing power over a shrinking unit base, and that power weakens as smokers trade down. A yield this high usually means the market suspects something, and we broke down the seven warning signs that a payout is about to be cut in a free dividend trap guide. Shares are also up 21.73% year to date, so buyers today pay more for the same declining business.
Philip Morris Offers a Better-Built Route to Tobacco Income
Among tobacco peers, Philip Morris International (NYSE:PM) has the growth engine Altria lacks. Smoke-free products made up about 42% of its Q2 2026 net revenue, revenue grew 10.37%, and 2026 adjusted EPS guidance calls for 9.5% to 11.5% growth. It also has negative equity of $6.66 billion, so its edge rests entirely on growth. Still, its dividend is backed by an expanding business.
MO Analyst Ratings — 24/7 Wall St.
Watch on! pouch share and Marlboro retail share in the next report, because a stop in both declines for several straight quarters would signal the core business is stabilizing.
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