LONDON, Jan 30 (Reuters) - Altria ( MO ), the maker of

Marlboro cigarettes, has placed under review its 2028 goals for

selling alternatives to smoking on the U.S. market, saying on

Thursday it may not be able to meet them because of competition

from disposable vapes.

Altria ( MO ) estimated the U.S. e-cigarette market grew 30% in

2024, driven mostly by "illicit disposable products" that

represent 60% or more of the category even though they lack the

required regulatory authorisations.

"We believe this dynamic compromises our ability to achieve

our 2028 smoke-free volume and revenue goals," the company said

in its full-year results statement on Thursday, adding it was

re-assessing them as a result.

It would update the goals when there was more "clarity on

how the legitimate e-vapor market may evolve".

The company, which is trying to diversify from cigarettes as

price- and health-conscious U.S. smokers switch to alternatives,

had aimed to grow U.S. volumes from its "smoke-free" products by

35% from its 2022 level of 800 million units by 2028.

It also aimed to double net revenues from such products to

$5 billion over the same period.

Its volumes stood at 821 million units in 2024, while

revenues were $2.8 billion.

The company said widespread trade in unauthorised disposable

vapes also jeopardised targets related to its vape brand NJOY,

which alongside nicotine pouch brand on! is central to its

portfolio of non-tobacco products.

Separately, a U.S. trade tribunal on Wednesday sided with

rival Juul Labs in a patent dispute, ordering a block on imports

of some NJOY devices and cartridges that is scheduled to take

effect in 60 days.

Altria ( MO ) said on Thursday it continued to work on a product

solution that addresses the patent issue.

On Thursday, the company forecast 2025 adjusted earnings per

share of between $5.22 and $5.37, compared to analyst

expectations of $5.35, as per data compiled by LSEG.