Regulators pressured over dissolvable tobacco

Reynolds American has invested heavily in these new products, and FDA scrutiny could torpedo those plans.

By Benzinga Jan 20, 2012 12:36AM

By Samuel Richter, Benzinga Staff Writer

The Food and Drug Administration is considering the health impact of dissolvable tobacco, leaving investors concerned that new regulations may hurt Reynolds American (RAI). Shares in the tobacco giant dropped nearly 2.5% in trading on Thursday. 

With experts urging regulators to consider the candy-like appeal of flavored dissolvable tobacco to children, there may be good reason to worry. Dissolvable tobacco differs from ordinary chewing tobacco in that it dissolves in the mouth.

Reynolds has invested heavily in dissolvable tobacco products such as Camel Orbs, Camel Strips and Camel Sticks as consumer demand for smokeless tobacco grows. Camel Dissolvables brands are marketed as "a convenient alternative to cigarettes and moist snuff for adult tobacco consumers." 

Previously, Reynolds was able to capture 70% of the snus market with its Camel Snus product, and it hopes to repeat that success. Snus is a moist powder tobacco product contained in a pouch that users place under their lips. FDA scrutiny could endanger those plans and leave Reynolds in search of other engines for revenue.

Reynolds American is heavily dependent on innovation as cigarette smoking continues to fall and smoking in public becomes less tolerated. Indeed, Reynolds sees its smokeless tobacco products as being "more in line with societal expectations about tobacco product use today," according to a 2010 statement. However, fears about the health risks of smokeless tobacco and concerns that products such as mint and cinnamon-flavored Camel Orbs appeal to children may make the new products less socially acceptable.

Despite a drop in cigarette consumption in the United States, Reynolds has remained popular with investors, thanks to a strong global presence and a consistent rise in dividends even during the subprime mortgage crisis of 2008, when the stock fell to nearly $18 a share. Reynolds increased dividends last quarter by 5.7% thanks in part to an increase in operating income by 2.6% from the previous year.

The company has also seen its operating margin steadily rise due to higher prices and greater productivity, which offset lower sales of cigarettes. There is greater room to increase prices if necessary, since a pack of Reynolds cigarettes is on average cheaper than offerings from competitors Lorillard (LO) and Altria (MO).

Despite lower prices, the company hasn't been able to grow its share of the cigarette market. On the other hand, its smokeless products account for 31.4% of the market and the sector offers the company greater room for growth than cigarettes. The smokeless products didn't keep net sales from dipping slightly, down from $6.1 billion to $6 billion for the first three quarters of 2011.

With a greater reliance on smokeless alternatives, more FDA regulation of these new tobacco products could hit Reynolds where it is most vulnerable.

Another key risk for the company is the price of commodities, which may continue to rise in 2012. Higher costs for tobacco and paper would narrow the company's operating margin, which stayed nearly flat in the third quarter of 2011 at 31.2%, up 1.4 percentage points from the previous year.

Tobacco companies can never ignore the headache of rising state and federal excise taxes, which remain a serious concern as cash-strapped states search for sources of revenue without raising taxes. Sin taxes on tobacco remain popular in many parts of the United States for the same reason that the smokeless tobacco market is growing: Smoking is less in line with societal expectations than ever before.

More from Benzinga:

Jan 21, 2012 7:55PM
It seems that the tobacco companies have found a new way to pander to children. If this is mint or cinnamon flavored, parents won't realize that their kids are taking this. I wonder if one could OD on the nicotine on these taste strips.

This is a scary, crazy idea to make the tobacco companies richer while they get a whole new generation back on smoking products.

Jan 20, 2012 3:11PM
FDA overregulation at its finest. Quit smoking without the help of products that help you quit. The FDA knows they cannot take on the tobacco industry directly, yet power-hungry as always the FDA attacks everything else. FDA overregulation is a dangerous thing:
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