Moving Beyond Smoking
At-A-Glance
For decades we've been leaders in the tobacco industry, but the industry is evolving - and so are we. Our Vision is Moving Beyond Smoking®.
"Reducing harm is a priority for our Vision and a clear opportunity for our business. As adult consumers increasingly move toward smoke-free alternatives, we’re executing against a focused strategy to build a competitive portfolio across e‑vapor, oral nicotine pouches and heated tobacco."
Sal Mancuso, Chief Executive Officer, Altria Group, Inc.We're guided by science and by our consumers, many of whom are seeking smoke-free alternatives with the potential to reduce harm. While the best choice for any smoker looking to reduce their health risk is to quit, we also know that not everyone can or will.
For these smokers, the next best option is to switch to smoke-free alternatives, which present substantially lower health risk as compared to cigarettes.1 This is the premise behind tobacco harm reduction.
The good news is, we’re seeing great signs of progress. Of the 55 million adult nicotine consumers 21+, we estimate more than one-third exclusively use smoke-free products.2 But we acknowledge that there's still a long journey ahead to fully realize the potential of tobacco harm reduction.
The actions we are taking will create a new and better Altria – and a different landscape that we believe will benefit adult nicotine consumers 21+, our businesses and society.
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