Altria expands on! PLUS into 120,000 stores nationwide

Altria expanded its on! PLUS nicotine pouch footprint to about 120,000 stores nationwide in the second quarter of 2026. The network now covers roughly 90% of nicotine-product sales volume across the United States following the national rollout.

The wider distribution lifted the total on! retail share to 8.6% in the second quarter. That represented a gain of 0.8 share points sequentially and 0.3 share points compared with the prior year. Total on! shipment volume reached 49.9 million cans in the quarter, falling 4.2% year over year due to trade inventory adjustments. However, shipment volume rose 5.1% across the first half of the year, supported by early volume gains and repeat purchases for on! PLUS.

Brand-building efforts raised on! brand awareness among adult nicotine consumers aged 21 to 54 from 53% to 57% during the first half of 2026. Altria also resumed shipments of 12-milligram on! PLUS in Florida, North Carolina, and Texas across three flavors. The company plans a nationwide rollout for the 12-milligram strength in the third quarter of 2026. For the fourth quarter, Altria plans additional varieties in 6, 9, and 12-milligram strengths, beginning with Blueberry Mint and Mango Pineapple.

In the broader modern oral segment, competitor Philip Morris saw ZYN shipments increase 1.8% to 2.9 billion pouches in the second quarter of 2026, while Turning Point Brands reported modern oral net sales of $68.4 million, up 128% year over year. Over the past month, Altria shares gained 0.5%, compared with an industry increase of 1%.