GrowGeneration (GRWG) Competitors

22nd Century Group (NASDAQ:XXII) and GrowGeneration (NASDAQ:GRWG) are both small-cap consumer staples companies, but which is the better investment? We will compare the two businesses based on the strength of their dividends, media sentiment, valuation, profitability, earnings, risk, institutional ownership, community ranking and analyst recommendations.

Does the MarketBeat Community believe in XXII or GRWG?

22nd Century Group received 301 more outperform votes than GrowGeneration when rated by MarketBeat users. Likewise, 64.66% of users gave 22nd Century Group an outperform vote while only 60.00% of users gave GrowGeneration an outperform vote.

Company	Underperform	Outperform
22nd Century Group	Outperform Votes 355 64.66%	Underperform Votes 194 35.34%
GrowGeneration	Outperform Votes 54 60.00%	Underperform Votes 36 40.00%

Does the media prefer XXII or GRWG?

In the previous week, 22nd Century Group had 3 more articles in the media than GrowGeneration. MarketBeat recorded 5 mentions for 22nd Century Group and 2 mentions for GrowGeneration. GrowGeneration's average media sentiment score of 0.58 beat 22nd Century Group's score of 0.32 indicating that GrowGeneration is being referred to more favorably in the news media.

Company	Very Positive	Positive	Neutral	Negative	Very Negative	Overall Sentiment
22nd Century Group	0 Very Positive mention(s)	1 Positive mention(s)	1 Neutral mention(s)	0 Negative mention(s)	0 Very Negative mention(s)	Neutral
GrowGeneration	0 Very Positive mention(s)	0 Positive mention(s)	1 Neutral mention(s)	0 Negative mention(s)	0 Very Negative mention(s)	Positive

Do insiders & institutionals have more ownership in XXII or GRWG?

18.1% of 22nd Century Group shares are owned by institutional investors. Comparatively, 36.0% of GrowGeneration shares are owned by institutional investors. 0.1% of 22nd Century Group shares are owned by insiders. Comparatively, 7.1% of GrowGeneration shares are owned by insiders. Strong institutional ownership is an indication that hedge funds, large money managers and endowments believe a company is poised for long-term growth.

Which has preferable earnings and valuation, XXII or GRWG?

GrowGeneration has higher revenue and earnings than 22nd Century Group. GrowGeneration is trading at a lower price-to-earnings ratio than 22nd Century Group, indicating that it is currently the more affordable of the two stocks.

Company	Gross Revenue	Price/Sales Ratio	Net Income	Earnings Per Share	Price/Earnings Ratio
22nd Century Group	$11.88M	0.17	-$140.77M	-$2.99 thousand	0.00
GrowGeneration	$188.87M	0.37	-$46.50M	-$0.82	-1.43

Do analysts prefer XXII or GRWG?

GrowGeneration has a consensus price target of $2.75, indicating a potential upside of 135.04%. Given GrowGeneration's stronger consensus rating and higher possible upside, analysts clearly believe GrowGeneration is more favorable than 22nd Century Group.

Company	Sell Ratings	Hold Ratings	Buy Ratings	Strong Buy Ratings	Rating Score
22nd Century Group	0 Sell rating(s)	0 Hold rating(s)	0 Buy rating(s)	0 Strong Buy rating(s)	0.00
GrowGeneration	0 Sell rating(s)	3 Hold rating(s)	1 Buy rating(s)	0 Strong Buy rating(s)	2.25

Is XXII or GRWG more profitable?

GrowGeneration has a net margin of -26.62% compared to 22nd Century Group's net margin of -144.09%. 22nd Century Group's return on equity of 0.00% beat GrowGeneration's return on equity.

Company	Net Margins	Return on Equity	Return on Assets
22nd Century Group	-144.09%	N/A	-130.16%
GrowGeneration	-26.62%	-23.73%	-17.03%

Which has more volatility & risk, XXII or GRWG?

22nd Century Group has a beta of 2.03, suggesting that its share price is 103% more volatile than the S&P 500. Comparatively, GrowGeneration has a beta of 3.44, suggesting that its share price is 244% more volatile than the S&P 500.

Summary

GrowGeneration beats 22nd Century Group on 13 of the 18 factors compared between the two stocks.