ISLAMABAD: A new national survey by Gallup Pakistan estimates that more than 1.2 million Pakistanis use electronic cigarettes or vaping devices, even as public awareness of these products remains low.
The study, which examined public awareness, perceptions and concerns related to vaping and chewing tobacco products, found that 17 per cent of adults in Pakistan have heard of electronic cigarettes or vaping.
Awareness of chewing tobacco products including zarda, snus and nicotine pouches was slightly higher at 20 per cent, with familiarity significantly greater among urban and wealthier populations.
Gallup noted that although overall awareness remains limited, the estimated number of users indicates that vaping represents a small but rapidly growing segment in Pakistan, where such products have arrived only recently.
Among respondents who were aware of vaping, most reported little personal exposure. Sixty percent said neither they nor anyone they know uses vaping products. Only 9 per cent said they personally know someone who vapes, while 3 per cent reported using vaping devices themselves.
Perceptions of health risks remain largely negative. Many respondents viewed e-cigarettes as harmful or equally harmful compared to conventional cigarettes. A large majority — 71 per cent of those aware of vaping — believed that vaping can harm people around the user, similar to the effects associated with second-hand cigarette smoke.
The survey also found widespread concern about the impact of smoking-related products on young people. Nearly half of respondents (45 per cent) identified youth as the group most affected by smoking, vaping and chewing tobacco. The labor class was cited by 20 per cent of respondents, followed by students at 12 per cent.
When asked about the reasons behind rising vaping use among youth, respondents most commonly pointed to fashion and style trends (41 per cent). Other factors cited included experimentation and fun (15 per cent), nicotine addiction (9 per cent) and peer pressure (8 per cent). In addition, 54 per cent of those aware of chewing tobacco products believed that flavored varieties actively attract young users.
Gallup cautioned that the findings are based on a nationally representative sample of adults aged 18 and above. Teenagers and school-going youth were not included in the survey, although anecdotal evidence suggests that minors may also be using vaping devices and flavored nicotine products.
The organization said further targeted research would be needed to assess usage patterns among underage populations. Commenting on the findings, Bilal Gilani, Executive Director of Gallup Pakistan, said the study highlights the rapid emergence of new nicotine products in the country.
“This is a unique and timely study capturing the fast arrival of smokeless and electronic cigarettes in Pakistan,” Gilani said. “While the country has made significant progress in reducing traditional tobacco use, these new products present an emerging frontier. We need to be watchful and ensure that the introduction of such alternatives does not reverse Pakistan’s declining trend in tobacco consumption.” He added that more research is required to fully understand the social and health implications of vaping and smokeless tobacco use in Pakistan.
