E-Vapor Market Tops 21 Million Users: Can Altria Regain Share?

Core Insights - Altria Group, Inc. is observing significant growth in the e-vapor category, with U.S. adult usage projected to reach approximately 21 million consumers by the end of Q3 2025, primarily driven by disposable products [1][9] E-Vapor Market Dynamics - The recent growth in the e-vapor market is largely attributed to disposable e-vapor products, which have added around 2.4 million users and now represent over 60% of the category. These products are typically flavored, low-priced, and widely available, although many lack FDA authorization [2][9] - Altria's e-vapor business, centered around the NJOY brand, focuses on FDA-authorized products, which limits its participation in the segment that is driving most of the new user adoption [2] Regulatory Environment - Altria has advocated for stronger enforcement against unauthorized e-vapor products. Federal agencies have recently intensified actions against illicit e-vapor, including coordinated raids and large-scale seizures, indicating increased regulatory scrutiny in the category [3][9] Financial Performance and Valuation - Altria recorded a non-cash goodwill impairment charge of $873 million in its e-vapor business during the first nine months of 2025, reflecting the challenges faced in this segment [4] - The company's shares have increased by 1% over the past month, compared to the industry's growth of 1.6% [8] - Altria's forward price-to-earnings ratio stands at 10.57X, which is lower than the industry average of 14.19X [10] Earnings Estimates - The Zacks Consensus Estimate for Altria's 2025 earnings per share has increased by 1 cent to $5.44, while the estimate for 2026 has decreased by 1 cent to $5.56 [11]