Why It Makes Sense For Altria To Bet On The E-Cigarette Market – Trefis

Cigarette smoking in the United States has dropped to the lowest level in generations, at 15.1%, according to the latest data supplied by the Centers for Disease Control and Prevention (CDC). The US has also witnessed the steepest decline in the smoking rate in the world. While this is good news, it has forced companies such as Altria (NYSE:MO) to focus its efforts on looking for growth from other alternatives. One such avenue is the e-cigarette market, which has a tremendous potential, given the increasing health awareness and a large number of users who wish to quit smoking. The growing popularity of e-cigarettes has also likely played a role in recent years in the big drop in the smoking rate.

We have a $73 price estimate for Altria, which is higher than the current market price. The chart below has been made using our new, interactive platform.

Safer Than Traditional Cigarettes

While it is not considered healthy, it can be argued that vaping is better than smoking conventional cigarettes. According to a study published in the Annals of Internal Medicine, smokers who

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