Altria on! PLUS Reaches 120,000 Stores: What's Next for Growth?

Altria Group, Inc.'s MO on! PLUS has moved into a broader phase of expansion after reaching about 120,000 stores nationwide in the second quarter of 2026. The retail footprint covers roughly 90% of nicotine-product volume, giving the brand substantial availability following its national rollout. The expansion is already contributing to on!'s performance, with retail share reaching 8.6% in the second quarter, up 0.8 share points sequentially and 0.3 share points year over year. Volume trends also show the early contribution from on! PLUS. Reported on! shipment volume was 49.9 million cans in the second quarter, down 4.2% year over year because of trade inventory movements. However, first-half shipment volume increased 5.