Altria Group

MO · NYSE

$74.64+$0.55 (+0.74%)TodayMarket closed · Oct 20, 7:59 PM ET

Prev close $74.09

MO analyst rating

HoldConsensus of 6 analysts over the last 12 months. 50% rate it a buy.

Strong buy0
Buy3
Hold1
Underperform2
Sell0

12-month price target · 15 analysts

Average $71.42 (−4.3% downside)

Low: $58.58
Now: $74.64
High: $86.10

Upgrades and downgrades

The latest rating actions, newest first

MO analyst upgrades, downgrades and rating actions
Firm	Date	Action	Rating	Price target	Hit rate
Barclays	Aug 11, 2026	Maintains	Underweight	$64.00 → $58.00	50%
UBS	Jul 7, 2026	Maintains	Buy	$76.00 → $79.00	57%
Barclays	May 15, 2026	Maintains	Underweight	$63.00 → $64.00	54%
UBS	May 1, 2026	Maintains	Buy	$74.00 → $76.00	57%
Citigroup	May 1, 2026	Maintains	Neutral	$65.00 → $70.00	63%
B of A Securities	Apr 10, 2026	Maintains	Buy	$72.00 → $73.00	71%
UBS	Mar 9, 2026	Maintains	Buy	$67.00 → $74.00	57%
Barclays	Feb 23, 2026	Maintains	Underweight	$57.00 → $63.00	54%
Citigroup	Feb 9, 2026	Maintains	Neutral	$57.00 → $65.00	63%
Stifel	Jan 30, 2026	Maintains	Buy	$72.00 → $68.00	41%

The case for and against

Updated Nov 7, 2025

Bull case

Altria Group has maintained a strong market position, with its Marlboro brand capturing a dominant 42% share of the U.S. cigarette market as of 2024, underscoring its leadership in tobacco products. The oral tobacco segment, particularly through the On! brand, has shown significant growth, achieving a total retail share of 8.8%, marking a year-over-year expansion of 180 basis points. Moreover, Altria's proactive investments in its oral products are anticipated to enhance topline growth and margin profiles, contributing to a more favorable profit mix in the coming years.

Bear case

Altria Group faces significant financial challenges due to a weakening macroeconomic environment, which is adversely affecting demand elasticity and segment margins across its tobacco and vaping products. The decline in cigarette consumption is evident, with less than 15% of consumers aged 18 and over reporting recent usage, indicating a persistent downward trend in market demand. Additionally, the performance of legacy smokeless tobacco brands is negatively impacting Altria's overall sales growth, as the new On! products have not offset the slowdown in other segments.

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