Both stocks run through our valuation models. Here is how Procter & Gamble (PG) 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: Procter & Gamble trades at $144 versus a fair value of $108 (-25%), while Altria trades at $65.08 versus $81.81 (+26%).
Procter & Gamble
PG · USD · Consumer Staples
-25%
upside to fair value
overvalued
Price$144
Fair Value$108
Quality75/100
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).
Procter & GambleAltria
Valuation
21.5×P/E (TTM)13.9×
3.95×P/S (TTM)5.93×
6.58×P/B—
14.3×EV/EBITDA8.9×
4.13×PEG1.65×
2.9%Dividend yield6.0%
$4.23Dividend per share$4.20
Profitability
19%Net margin40%
23%Operating margin62%
31%Return on equity—
11%Return on assets28%
Growth
7%Revenue growth (YoY)5%
1.7%Avg. growth/yr (3Y)-7.1%
3.5%Avg. growth/yr (5Y)-5.1%
Balance & size
0.48×Debt / equity—
$342BMarket cap$121B
healthyGrowth qualitymixed
Altria leads: 4 to 7 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.
Procter & Gambleof which business quality 71 · market factors 51Altriaof which business quality 80 · market factors 58
ProfitabilityMargins and returns on capital today
73
82
Quality GrowthAre margins and returns improving?
46
32
CashflowEarnings quality: real cash, not paper profit
InvestmentDisciplined investing over empire-building
85
100
Low VolatilityCalm price path (market factor)
95
88
MomentumPrice trend over the last 3–12 months (market factor)
36
43
52W MomentumDistance to the 52-week high (market factor)
28
48
Net IssuanceBuybacks instead of dilution
91
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.
Procter & Gamble
DCF Models$97.73
Earnings-Based$85.21
Dividend Discount$59.55
Multiples$120
Asset-Based$14.97
Growth DCF$74.21
Economic Profit$68.20
Growth Earnings$112
24 of 24 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.
Procter & Gamble
Bear $70.77Fair Value $108Bull $151
$144 = 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.
Procter & Gamble · Consumer Staples
Quality score75 · Top 25%
Fair value upside-25% · below median
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: Procter & Gamble trades at $144 versus a fair value of $108 (-25%), 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.
