Reynolds American Inc's Competitiveness
A competitive positioning analysis and financial ratio benchmarking of Reynolds American Inc (RAI) against its publicly traded competitors: sales growth, net income, profitability, valuation and market share, plus each peer's market capitalization, revenue, income and employees. Free below: the top 5 peers. Subscriber access adds the full competitor list and CSV downloads.
Key Findings: Reynolds American Inc vs Its Competitors
- TTM: Trailing 12-month revenue of 12,658M vs 123M combined for its competitors (99.0% combined share).
- Trending: Latest-quarter revenue run-rate is accelerating (+4.9% annualized vs trailing 12 months), vs decelerating (-67.0%) for its tracked peer group.
- Growth: Reynolds American Inc generated 3.9% revenue growth year over year in Q4 2017, vs 275.6% for its competitors combined.
- Profitability: Its 27.7% net margin compares with -51.0% for the peer group.
- Peer revenue share: Reynolds American Inc accounted for 99.7% of combined revenue among its tracked peer group, down from 99.9% a year earlier.
- Peer differentiation: Revenue per employee of $2.39M compares with $2.87M for the peer group (0.8x).
Every figure above is sourced and cited in detail further down this page (Market Structure, Profitability & Cost Structure, Productivity vs Peers).
RAI Sales vs. its Competitors, Q4 2017
Reynolds American Inc reported revenue growth of 3.85 % year on year in Q4 2017, below its competitors' combined revenue growth of 275.63 %.
With a net margin of 27.70 %, Reynolds American Inc achieved higher profitability than its competitors (-51.02 %).
Reynolds American Inc generated 99.69 % of the combined sales of its peer group, down from 99.92 % a year earlier.
API endpoints for this dataset
Reynolds American Inc vs. its Competitors, Q4 2017
Revenue growth, year on year
Net margin
Revenue run-rate vs trailing 12 months
TTM net margin
TTM = trailing twelve months. Run-rate annualizes the latest quarter (×4) and compares it to TTM. In millions of $. High-Confidence Competitors are named as a competitor directly in Reynolds American Inc reports; Similar-Size Competitors are the closest peers by market-cap rank within the same industry; Similar Growth & Profitability Competitors are the closest peers by combined revenue growth, operating margin and ROIC, all independent of the competitor list.
TTM revenue, latest-quarter run-rate and net income/margin benchmarked across Reynolds American Inc and its 4 competitor groupings. Available under Commercial License.
| Entity | TTM Revenue | Rev Run-rate vs TTM |
|---|---|---|
| Reynolds American Inc | $12,345M | +12.3% · Accelerating |
| Competitors combined | $12,345M | +12.3% · Accelerating |
| High-Confidence Competitors (3) | $12,345M | +12.3% · Accelerating |
| Similar Growth & Profitability (6) | $12,345M | +12.3% · Accelerating |
TTM revenue, run-rate and net margin benchmarking across Reynolds American Inc's competitor groups requires a Commercial License.
For context: the Tobacco industry grew revenue 6.0% year over year, combined, vs 3.9% for Reynolds American Inc. Reynolds American Inc's share of combined industry revenue moved from 6.06% to 5.94%, a loss of 0.12 percentage points.
Reynolds American Inc's Competitor Quality Breadth
Group definitions: see Methodology: Performance Group Definitions.
| Entity | Profitable | Expanding | Above Industry Growth | Distressed |
|---|---|---|---|---|
| Reynolds American Inc | Yes | Yes | Yes | No |
| Competitors combined (2) | ||||
| High-Confidence Competitors (4) | ||||
| Similar Growth & Profitability (8) | 62.50 % (5 of 8) | 87.50 % (7 of 8) | 75.00 % (6 of 8) | 12.50 % (1 of 8) |
Source: CSIMarket API, trailing 12 months. Altman Z-Score is not shown here: it is not populated in the underlying data for any company. Percentages are of companies in each group that report the relevant metric, not of the full group size.
RAI Stock Performance relative to its Competitors
RAI Stock Performance relative to High-Confidence Competitors
RAI Stock Performance relative to Similar Growth & Profitability Competitors
5 Best-Performing Tracked Competitors, Trailing 12 Months
| # | Competitor | TTM Share Price Return | vs U.S.A. 500 |
|---|---|---|---|
| 1 | Charlie s Holdings Inc | 282.9% | Outperformed |
TTM share price return and U.S.A. 500 outperformance for Reynolds American Inc's best-performing competitors requires a Commercial License.
Source: CSIMarket API, trailing 12 months.
Publicly Traded Peers of Reynolds American Inc
Revenue and income for trailing 12 months, in millions of $, except employees| Company | Market Cap | Revenues |
|---|---|---|
 Reynolds American Inc |
93,438.03 | 12,658.00 |
 Healthier Choices Management Corp |
52.72 | 99.45 |
 Charlie s Holdings Inc |
28.78 | 23.79 |
| SUBTOTAL | 93,519.52 | 12,781.24 |
Sources: see Methodology: Peer & Competitor Identification, Sourcing.
Updated on:
Focus of this report: publicly traded companies. Ten additional tables on Reynolds American Inc versus competitors, including market share analysis, are in the navigation menu under Competition. To download the tables, please subscribe.
Reynolds American Inc's Competitors Named by the Company
Competitive relationships identified from Reynolds American Inc reports and corroborating sources, each with a basis and confidence.| Competitor | Basis | Confidence |
|---|---|---|
| Healthier Choices Management Corp | Company report | 85% |
| 22nd Century Group inc | Company report | 85% |
| British American Tobacco P l c | Company report | 85% |
| Berry Global Group Inc | Company report | 85% |
| Charlie s Holdings Inc | Company report | 85% |
Company report basis, confidence, active dates and source counts for Reynolds American Inc's named competitors require a Commercial License.
Methodology: see Methodology: Peer & Competitor Identification, Sourcing.
Reynolds American Inc's Productivity vs Peers Comparison
Revenue and income per employee, trailing 12 months, in $; market cap in millions of $| Company | Market Cap | Revenue / Employee | Income / Employee |
|---|---|---|---|
| Reynolds American Inc | 93,438 | 2,388,302 | 643,585 |
| Healthier Choices Management Corp | 53 | 12,431,348 | -444,254 |
| Charlie s Holdings Inc | 29 | 679,629 | -55,914 |
| PEERS TOTAL | 81 | 2,865,995 | -128,164 |
Reynolds American Inc's Profitability & Cost Structure
Trailing 12-month margins from SEC-filed financials. Operating margin is compared to the Tobacco industry median; gross margin, EBITDA margin and capital intensity are compared to the live industry average (15 companies). See the full Tobacco industry profitability benchmarks.| Metric | Company | Industry | Difference |
|---|---|---|---|
| Gross Margin | 61.46 % | 35.65 % (avg) | +25.8 pp |
| Operating Margin | 46.56 % | industry median | +31.8 pp |
| EBITDA Margin | 45.24 % | 14.08 % (avg) | +31.2 pp |
| Capital Intensity (Capex / Revenue) | 1.41 % | 8.01 % (avg) | -6.6 pp |
Source: CSIMarket API, trailing 12 months. SG&A and R&D as a share of revenue have limited coverage as this data is backfilled and appear only where reported. Higher capital intensity is not inherently negative; it reflects the industry's asset requirements.
Reynolds American Inc's Valuation vs Competitive Position
Valuation multiples vs the Tobacco industry average (15 companies, excluding loss-making/negative-equity outliers), alongside returns on capital for context on whether a premium or discount lines up with measurably stronger or weaker returns. See the full Tobacco industry valuation benchmarks.| Metric | Company | Industry Average | Difference |
|---|---|---|---|
| P/E | 27.3x | 19.3x | +8.0x |
| EV / EBITDA | 18.2x | 15.2x | +3.0x |
| P/B | 4.3x | 2.0x | +2.3x |
| Return on Equity | 15.71 % | industry aggregate | -105.66 % |
| Return on Invested Capital | 8.71 % | 10.75 % (avg) | -2.04 % |
Source: CSIMarket API, trailing 12 months. A valuation premium or discount is not, by itself, a judgment of over- or under-valuation. Compare it against the return and growth context shown elsewhere on this page.
Reynolds American Inc's Multi-Year Financial Trajectory
Fiscal-year revenue growth, operating margin, return on invested capital and P/E, as reported in company reports.| Metric | 2008 | 2009 | 2010 | 2014 | 2015 | 2016 |
|---|---|---|---|---|---|---|
| Revenue Growth | -1.97 % | -4.82 % | 1.57 % | 2.85 % | 26.02 % | 17.12 % |
| Operating Margin | 23.20 % | 21.08 % | 28.29 % | 29.88 % | 65.13 % | 84.53 % |
| Return on Invested Capital | 9.10 % | 8.83 % | 12.28 % | 15.06 % | 12.89 % | 15.52 % |
| P/E | 9.1x | 15.8x | 17.0x | 22.9x | 17.0x | 12.5x |
Source: CSIMarket API, fiscal-year figures. P/E is this company's own historical ratio at each fiscal year end and can swing sharply around an earnings trough: that is real, not a data error.
Reynolds American Inc's Strategic Group Map
Reynolds American Inc is shown in red; its closest peers by combined growth, margin and ROIC are labeled. See Methodology: Strategic Group Map for how this chart is built.
Reynolds American Inc's trailing-12-month revenue growth of 2.7% and operating margin of 46.6% compares with an average of 33.6% growth and 18.2% margin across its 8 closest peers by combined growth, margin and ROIC -- Reynolds American Inc sits below that peer average on growth and above it on margin.
Source: CSIMarket API, trailing 12 months. Extreme outlier values (from near-zero-revenue companies) are excluded from the plotted cloud but never from the highlighted company or its labeled peers.
Reynolds American Inc's Competitive Forces (Porter's Five Forces)
Only the forces this data can support honestly are shown; the other three are marked as such rather than guessed.| Force | Assessment | Basis |
|---|---|---|
| Barriers to Entry | Lower than typical for the industry | Capital intensity (capex / revenue) of 1.41 % vs industry average 8.01 % (see Profitability & Cost Structure above) |
Note: see Methodology: Porter's Five Forces. Supplier power and buyer power are covered on Reynolds American Inc's dedicated Suppliers and Customers pages, not here.
Reynolds American Inc's Industry Attractiveness & Competitive Strength
See Methodology: GE/McKinsey Matrix for how the two axes are built.
Reynolds American Inc falls in the Low attractiveness / High strength cell: Selective.
Source: CSIMarket API, trailing 12 months. Each axis score is a simple 1(low)/2(medium)/3(high) average across its three inputs -- a transparent, disclosed simplification, not a validated academic scoring model.
Reynolds American Inc's SWOT
Every point below is a fixed rule applied to a metric already shown elsewhere on this page (Market Structure, Profitability, Valuation, Run-Rate, Stock Performance, Quality Breadth) not an independent strategic assessment. A blank quadrant means no rule was met, not that none apply.Strengths
- Operating margin 31.8 points above the industry median.
- Latest-quarter revenue run-rate is accelerating (+4.9% annualized vs trailing 12 months).
Weaknesses
- Return on equity 105.7 points below the industry aggregate.
Opportunities
- A meaningful share of competitors (100.00 %) show financial-distress signals, a possible opening to gain share.
Threats
- Tracked peer group's revenue run-rate is broadly decelerating (-67.0% annualized).
Methodology: see Methodology: SWOT Analysis.
Reynolds American Inc's Financial Strength vs Peers Comparison
Quick ratio, working capital, debt to equity and asset turnover, trailing 12 months| Company | Quick Ratio | Working Capital | Debt / Equity |
|---|---|---|---|
| Reynolds American Inc | 0.41 | 0.83 | 0.61 |
| Healthier Choices Management Corp | 0.43 | 0.50 | - |
| Charlie s Holdings Inc | 0.12 | 1.51 | 0.34 |
Quick ratio = cash / current liabilities; working capital ratio = current assets / current liabilities; asset turnover = revenue / total assets. Peers in the Blank Checks industry are excluded.
Reynolds American Inc's Revenue and Income Growth vs Peers
Quarterly revenue and net income growth, year over year and quarter over quarter| Company | Period | Revenue Y/Y | Income Y/Y |
|---|---|---|---|
| Reynolds American Inc | Q2 2017 | +3.8 % | +15.5 % |
| Healthier Choices Management Corp | Q2 2026 | +32,737.3 % | - |
| Charlie s Holdings Inc | Q2 2026 | +49.4 % | - |
| PEERS TOTAL | +3.9 % | +14.8 % |
Growth is shown only where both periods are positive. Peers in the Blank Checks industry are excluded.
Reynolds American Inc's Peers' Costs of Sales and Capital Expenditures
Context for revenue growth: peer costs and capex, year over year and quarter over quarter| Company | Period | Costs Y/Y | Capex Y/Y |
|---|---|---|---|
| Reynolds American Inc | Q2 2017 | +0.2 % | -35.3 % |
| Healthier Choices Management Corp | Q2 2026 | - | - |
| Charlie s Holdings Inc | Q2 2026 | +110.5 % | - |
Reynolds American Inc's Returns and Turnover vs Peers
ROA, ROI and ROE (trailing 12 months), receivables and inventory turnover| Company | ROA | ROI | ROE |
|---|---|---|---|
| Reynolds American Inc | 6.65% | 7.42% | 15.71% |
| Healthier Choices Management Corp | - | - | - |
| Charlie s Holdings Inc | - | - | - |
ROA = net income / total assets; ROI = net income / investments; ROE = net income / equity; turnover ratios use trailing 12 month revenue (receivables) and cost of sales (inventory).
Reynolds American Inc's Valuation vs Peers
P/E, price to sales, PEG, price to cash flow and price to book| Company | P/E | Price / Sales |
|---|---|---|
| Reynolds American Inc | 27.36 | 7.38 |
| Healthier Choices Management Corp | - | 0.53 |
| Charlie s Holdings Inc | - | 1.21 |
| PEERS AVERAGE | 27.46 | 7.32 |
P/E = price / diluted EPS (trailing 12 months); PEG = P/E divided by EPS growth; the average row divides the peers' combined market cap by their combined income, sales, cash flow and equity.