Can Altria's Marlboro Brand Power Sustain Its Market Share?

Key Takeaways Altria's Marlboro held a 40.5% retail share in 2025 despite ongoing U.S. cigarette volume declines.MO offset lower shipment volumes with higher pricing, supporting Smokeable Products' profitability.Increased promotional spending and trade-down trends weighed on margins amid evolving competitive dynamics.Altria Group, Inc. (MO) is facing an important challenge for its flagship Marlboro brand as the U.S. cigarette market continues to shrink. In the fourth quarter of 2025, the company’s results u ...