MO · 10-Q · 2026Q3 · Full report

Cigarette Shipment and Share Trends

ALTRIA GROUP, INC. · 2026-10-29 · Importance 25 · Surprise 32

For the nine months ended September 30, 2026, Altria’s domestic cigarette shipment volume declined 2.8%, while volume adjusted for trade inventory movements fell an estimated 4%, compared with an estimated 5% decline for the U.S. cigarette industry. Marlboro shipments declined 7.2% for the nine-month period and its premium-segment retail share fell 1.4 percentage points to 39.5% of the total cigarette market, although its share within the premium segment increased 0.1 point to 59.7%. Discount cigarette shipments rose 69.7% for the nine months, and discount retail share increased 1.9 points to 4.0% for Altria and 2.4 points to 33.8% for the industry, reflecting consumers’ discretionary-income pressures. In the third quarter, Marlboro shipments declined 6.4% and discount shipments increased 40.5% year over year.

Key facts

• Altria’s smokeable products segment domestic cigarette shipment volume declined an estimated 4% in the third quarter of 2026 versus the third quarter of 2025, adjusted for trade inventory movements. source
• Estimated domestic cigarette industry volume declined 5% in the third quarter of 2026 versus the third quarter of 2025, adjusted for trade inventory movements. source
• For the nine months ended September 30, 2026, domestic cigarette shipments fell 2.8%; adjusted for trade inventory movements, Altria’s volume fell an estimated 4% and total industry volume fell an estimated 5%. source
• For the nine months ended September 30, 2026, Marlboro shipments were 38,673 million cigarettes, down 7.2% from 41,671 million. source
• Altria's smokeable products segment reported domestic cigarette shipment volume decreased 2.9%; adjusted for trade inventory movements, segment volume decreased an estimated 4%, versus an estimated 5% decline in total domestic cigarette industry volume. source
• For the nine months ended September 30, 2026, Marlboro’s retail share of the premium segment was 59.7%, up 0.1 share point. source
• Marlboro's retail share of the total cigarette category was 39.5%, down 1.0 share point year over year and unchanged sequentially. source
• Marlboro's retail share of the premium cigarette segment was 60.0%, up 0.3 share points year over year and 0.4 share points sequentially. source