The tobacco industry is changing, with an increasing number of people trying to live healthier lives. Because of the fact that smoking cigarettes is not the best way to do this, cigarette producing companies are expected to face increased difficulty sustaining a good income stream. And while one would expect this to be a huge negative for a large tobacco firm like Altria (MO), the company is actually set to benefit from this trend.

In my article about Philip Morris (PM) I talkedabout what type of effect this already has on the company’s results with the cigarette shipment volume coming down. Luckily for Philip Morris, the company has been working on alternatives to address this problem. Instead of going down the same path, it plans to make a total shift to producing smoke free products. This may sound weird for a tobacco firm, but it makes a lot of sense. The people’s increasing desire to live healthier leads to less people wanting to use the harmful products known as cigarettes.

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