Thanks, Mac. Good morning, and thank you for joining us. Altria's momentum continues to build as we pursue our vision to responsibly lead the transition of adult smokers to a smoke-free future. In the second quarter, our company's innovative smoke-free products delivered strong share and volume performance. And we hit meaningful milestones that we believe set us up for future success. NJOY received the first and only marketing granted orders from the FDA for menthol e-vapor products. And we submitted PMTA applications to the FDA for next-generation NJOY and on! products.
Our traditional tobacco businesses remained resilient despite a challenging operating environment.
Our [ highly ] cash-generative businesses supported continued investments in our innovative product efforts, and we returned significant value to shareholders during the first half of the year, with more than $5.8 billion delivered to shareholders through share repurchases and dividends. And we believe our dedicated teams have us on track to deliver against full year financial guidance. This morning, my remarks will focus on NJOY's encouraging second quarter results, the state of the e-vapor category, illicit market activity and enforcement actions and strong second quarter results from on! I'll then turn it over to Sal, who will provide further detail on our financial results, including our outlook, the performance of our traditional tobacco businesses and capital allocation.
Let's begin with the e-vapor category. In June, we celebrated the 1-year anniversary of welcoming NJOY into the Altria family of companies. Since that time, we've combined our industry-leading capabilities with enjoys competitive product offering and are thrilled with the progress we've made.
Let me briefly recap some of our accomplishments. We strengthened NJOY's supply chain to enable our expansion plans. Tripled NJOY's retail footprint to over 100,000 stores, secured premium positioning at retail and more than 80% of contracted stores through NJOY's first trade program. Launched a variety of trial-generating activities with compelling results and introduced a new brand equity campaign with impactful consumer messaging.
As a result of these efforts, NJOY saw continued traction at retail during the second quarter and first half as evidenced by volume momentum and share growth. NJOY consumables shipment volume was approximately 12.5 million units for the second quarter and 23.4 million units for the first half. NJOY's device shipment volume was approximately 1.8 million units for the second quarter and 2.8 million units for the first half. Both consumables and device shipment volumes increased sequentially with consumables increasing by 14.7% and devices by 80%. To generate trial in the second quarter, NJOY paired equity messaging how about its attractive product proposition with promotional support and saw compelling results at retail.
For the second quarter, NJOY's retail share of consumables was 5.5 share points, up 1.3 share points sequentially. NJOY's retail share of consumables grew in each of the past 9 months. We're also encouraged by NJOY's device share which we believe is an important indicator of trial and a potential leading indicator of longer-term adoption.
As a result of trial focused investments in the second quarter, NJOY expanded its share of devices in the multi-outlet and convenience channel to 25.4 share points, more than doubling its share of devices sequentially. We plan to continue investing behind NJOY's value proposition and equity to build awareness and generate trial. At retail, approximately 2/3 of fixture resets are now complete, and we've amplified NJOY's visibility and secured premium positioning through its trade program. NJOY is also reaching increased numbers of adult consumers through its [ events ] infrastructure and digital marketing programs. Through these engagements and NJOY's equity campaign, we can continue to position NJOY as a competitive alternative for adult smokers and vapors to responsibly grow NJOY over the long term.
On the regulatory front, in June, NJOY received marketing granted orders from the FDA for four menthol e-vapor products. NJOY has the first and only menthol e-vapor products authorized by the FDA, a significant accomplishment for the NJOY team and a testament to the quality of NJOY's robust science and evidence-based applications. Under the terms of our acquisition of NJOY, on receiving these authorizations, we made cash payments totaling $250 million in July.
Now all end market NJOY products are covered by marketing granted orders from the FDA.
In addition, NJOY submitted a supplemental PMTA to the FDA to commercialize and market the NJOY ACE 2.0 device, which incorporates access restriction technology designed to prevent underage use. NJOY also resubmitted PMTAs for blueberry and Watermelon pod products that work exclusively with the 2.0 device. These submissions mark further milestones in pursuit of our vision. And NJOY looks forward to responsibly providing flavored e-vapor options for adult smokers and vapers once authorized. NJOY's momentum, and the results are even more encouraging in the context of the broader e-vapor category, which continues to be overrun by illicit disposable products due to a lack of effective regulation and enforcement. At the end of the second quarter, we estimate the e-vapor category included approximately 19 million vapors, up over 3 million vapors versus a year ago.
During the same period, disposable vapors increased by $4 million to approximately 12 million vapors. Through the first half of 2024, we estimate the category grew by approximately 40%, driven by illicit flavored disposable products which we believe now represent more than 60% of the category. We estimate pod-based volumes declined by approximately 15% in the first half of 2024. And now represents approximately 15% of category volumes.
We are beginning to see the robust supply chains and lack of enforcement that supports the illicit e-vapor market, enable increased illicit activity across multiple tobacco categories, including nicotine pouches and cigarettes that are available to U.S. consumers.
In fact, we've identified more than 350 illicit nicotine [ pouch ] SKUs across both retail and e-commerce, with new brands launching every month. This illicit market echoes the beginning of their illicit e-vapor market several years ago.
In addition, we believe illicit cigarettes are becoming more prevalent in the U.S. and are evading regulation and taxation. We periodically conduct discarded [ PAC ] studies in select geographic markets. One such study in California found more than 25% of discarded cigarette packs were nondomestic products, originating primarily from duty-free channels and China. The FDA's inaction, lack of enforcement and slow pace of smoke-free authorizations continues to enable bad actors who are lately disregarding regulations.
For our part, we continue to actively engage with regulators, federal and state lawmakers, our trade partners and other stakeholders to build awareness of these issues and drive marketplace enforcement. This month, we sent the FDA data that supports our increasing concern that illicit market actors are expanding into the nicotine pouch category.
Our hope is that this information demonstrates the need for the FDA to direct enforcement actions against illicit nicotine pouch products in addition to illicit e-vapor products. We believe it is critical that the FDA acts decisively to regain control over the oral nicotine pouch category to prevent another widespread illicit market from taking hold. At the federal level, we saw some positive actions in the second quarter.
For example, in June, the Justice Department and the FDA announced the creation of a federal multi-agency task force, which is expected to coordinate and streamline efforts to bring all available criminal and civil tools to bear against the illegal distribution and sale of e-vapor products.
We have been advocating for multi-agency collaboration and view this announcement as a much-needed course correction for enforcement efforts.
In addition, we continue to see other actions at the federal level, including e-vapor related import refusals, civil monetary penalties and warning letters issued to manufacturers, retailers and wholesalers of illicit products. In the absence of effective FDA enforcement to date, many states are stepping up to address this issue.
As of today, 11 states have passed legislation requiring manufacturers to certify that they are compliant with FDA requirements and 4 states are considering similar legislation. Enforcement has started in 4 states with the balance set to begin in the second half of 2024 and 2025. When properly implemented and comprehensively enforced, we believe state registry bills can be effective.
We continue to believe in the promise of a responsible and fully regulated tobacco industry.
As we stated in the past, regulation without enforcement is indistinguishable from no regulation at all. We're hopeful to see more meaningful action and enforcement activity over the next year.
Let's turn back to the oral tobacco category where all nicotine pouches grew 12.3 share points year-over-year and now represent nearly 42% of the category. All nicotine pouches were the primary contributor of the estimated 9% increase in oral tobacco industry volume over the past 6 months. Helix participated in the category growth, growing on reported shipment volume by 37% to 41 million cans during the second quarter. Helix continues to invest strategically and responsibly behind on! This spring, Helix launched a new trade program that secured the #1 retail fixture position for nearly 80% of on!'s volume, creating broader visibility of the on! brand. And in June, Helix introduced a fresh new look for on! packaging and a new equity campaign, it's to further differentiate the brand. Encouragingly, we saw consistent on! share momentum throughout the quarter. on!'s retail share grew in each of the past three months to 8.1% for the quarter, an increase of 1.2 share points versus the prior year and a 1 share point sequentially. Helix remains focused on long-term profitability and delivered these impressive results while reducing on! promotional spending year-over-year.
We are very excited about the prospects and potential for on! PLUS, an innovative pouch product made using our proprietary "soft-feel" material, which is designed for adults to dip and dual users with cigarettes. Early international results continue to show that on! PLUS is a growing competitive player in the nicotine pouch space in Sweden and the United Kingdom. In both markets, on! PLUS has been incremental to our photo portfolio, sourcing mainly from competitive brands with minimal cannibalization. In Sweden, levels of trial are increasing, and e-commerce repurchase rates are strong, above 30%. Supported by these results, we expanded on! PLUS distribution beyond e-commerce into 2,000 key retail accounts in Sweden, including [indiscernible] and [ ICA ]. In the U.K., following the launch of on! PLUS, the on! portfolio is the #2 brand in e-commerce. And Helix recently secured on! PLUS distribution in 1,000 retail stores. Consumer feedback indicates that consumers enjoy the innovative on! PLUS pouch and view it as a unique point of differentiation in the category.
Turning back to the U.S. market. Helix submitted PMTAs to the FDA for on! PLUS in June. These PMTAs were submitted for three varieties: Tobacco, Mint and Wintergreen, each in three different nicotine strength options. We believe our innovation in the nicotine pouch space can be a meaningful contributor to our smoke-free goals once authorized in the U.S. In summary, it was an exciting quarter for Altria. We made significant progress towards our vision with in-market products and achieved important milestones to prepare for future success. We're confident in the long-term outlook for our smoke-free portfolio and we have a significant opportunity to responsibly lead the transition of adult smokers to a smoke-free future. I believe we have the appropriate strategies in place to execute our growth plans, and I want to thank all of our employees who continue to work tirelessly to make our vision become a reality. I'll now turn it over to Sal to provide more detail on the business environment and our results.