Both stocks run through our valuation models. Here is how Coca-Cola (KO) and Altria (MO) compare, as of Aug 14, 2026.
As of Aug 14, 2026, Fair Value Calculator sees Altria as the more attractively valued of the two: Coca-Cola trades at $87.42 versus a fair value of $36.57 (-58%), while Altria trades at $65.08 versus $81.81 (+26%).
Coca-Cola
KO · USD · Consumer Staples
-58%
upside to fair value
overvalued
Price$87.42
Fair Value$36.57
Quality67/100
Altria
MO · USD · Consumer Staples
+26%
upside to fair value
undervalued
Price$65.08
Fair Value$81.81
Quality85/100
Head-to-head numbers
Green value = the better side for that row (for valuation multiples: lower = cheaper).
Coca-ColaAltria
Valuation
25.6×P/E (TTM)13.9×
7.12×P/S (TTM)5.93×
10.91×P/B—
22.9×EV/EBITDA8.9×
4.15×PEG1.65×
2.4%Dividend yield6.0%
$2.06Dividend per share$4.20
Profitability
28%Net margin40%
35%Operating margin62%
43%Return on equity—
10%Return on assets28%
Growth
12%Revenue growth (YoY)5%
3.7%Avg. growth/yr (3Y)-7.1%
7.7%Avg. growth/yr (5Y)-5.1%
Balance & size
1.31×Debt / equity—
$351BMarket cap$121B
mixedGrowth qualitymixed
Altria leads: 3 to 8 metric wins.
Dash = not meaningfully computable, for example with negative equity.
Quality in detail
The quality score, broken down into the same factor families as on the stock page, 0 to 100 per family.
Coca-Colaof which business quality 62 · market factors 75Altriaof which business quality 80 · market factors 58
ProfitabilityMargins and returns on capital today
71
82
Quality GrowthAre margins and returns improving?
59
32
CashflowEarnings quality: real cash, not paper profit
InvestmentDisciplined investing over empire-building
72
100
Low VolatilityCalm price path (market factor)
96
88
MomentumPrice trend over the last 3–12 months (market factor)
57
43
52W MomentumDistance to the 52-week high (market factor)
82
48
Net IssuanceBuybacks instead of dilution
84
100
What the models say
The median fair value (base case) per model family, each in the currency of its trading venue. Green = above the current price, red = below.
Coca-Cola
DCF Models$28.16
Earnings-Based$22.41
Dividend Discount$31.26
Multiples$39.24
Asset-Based$5.01
Growth DCF$11.71
Economic Profit$24.81
Growth Earnings$51.37
25 of 25 models see the stock below the current price.
Altria
DCF Models$60.89
Earnings-Based$53.39
Dividend Discount$44.95
Multiples$87.36
Growth DCF$43.59
Economic Profit$73.52
Growth Earnings$66.10
12 of 21 models see the stock below the current price.
Scenario ranges
From our cautious bear case to the optimistic bull case. The white tick is the current price: left of fair value means room to run.
Coca-Cola
Bear $21.38Fair Value $36.57Bull $47.76
$87.42 = current price (white tick)
Altria
Bear $65.52Fair Value $81.81Bull $106
$65.08 = current price (white tick)
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Ranked within their sector
Where each stock sits within its sector peer group. Band = middle 50% of peers, tick = median, dot = this stock.
Coca-Cola · Consumer Staples
Quality score67 · Top 25%
Fair value upside-58% · bottom 25%
Altria · Consumer Staples
Quality score85 · Top 25%
Fair value upside+26% · above median
Bottom line
As of Aug 14, 2026, Fair Value Calculator sees Altria as the more attractively valued of the two: Coca-Cola trades at $87.42 versus a fair value of $36.57 (-58%), while Altria trades at $65.08 versus $81.81 (+26%).
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A model-based valuation snapshot from 21 models. Values change with price and fundamentals; the date shown above applies.
