Islamabad: More than 1.2 million Pakistani youngsters are currently using electronic cigarettes or vaping devices, even though fewer than one in five adults in the country have ever heard of vaping, a new national survey by Gallup Pakistan has found, pointing to the quiet but steady spread of these products across urban centres.
The survey shows that just 17 percent of Pakistanis are aware of electronic cigarettes or vaping, underlining how limited public understanding remains despite the growing number of users. Awareness was found to be significantly higher among urban residents, wealthier households and people with higher levels of education, suggesting that vaping is largely concentrated within specific social segments.
Even among those who were aware of vaping, personal exposure remained limited. Around 60 percent of respondents said neither they nor anyone they know uses vaping products. Only nine percent reported knowing a close friend or relative who vapes, while just three percent said they themselves use such devices. This indicates that while usage is rising, it has not yet become widespread or socially visible for much of the population.
Public perceptions of risk, however, appear strong. A large proportion of respondents viewed vaping as harmful, with many believing that electronic cigarettes are as dangerous as, or even more harmful than, conventional cigarettes. More than four in ten respondents considered vaping more harmful than regular smoking, while others felt there was little difference between the two.
Concerns were not limited to users alone. More than 70 percent of those aware of vaping believed that e-cigarettes can harm people around the user, similar to the risks associated with second-hand cigarette smoke. This belief was particularly pronounced in urban areas, reflecting rising anxiety over passive exposure in shared indoor environments.
The survey also explored public perceptions about why vaping is becoming popular, especially among younger people. Fashion and style trends emerged as the most commonly cited reason, followed by experimentation and fun. Peer pressure and nicotine related addiction were also identified as contributing factors, suggesting that social appeal plays a central role in driving early uptake.
Alongside vaping, Gallup Pakistan assessed awareness of chewing tobacco products such as zarda, snus and nicotine pouches. Awareness of these products was marginally higher than vaping, with one in five Pakistanis saying they had heard of them. As with vaping, familiarity was much greater among urban and wealthier populations.
A majority of respondents who were aware of chewing tobacco products believed that flavored varieties are particularly attractive to young people, reinforcing concerns that such products may act as an entry point for nicotine use among youth.
When asked which segments of society are most affected by smoking and related products, nearly half of respondents identified youth as the most impacted group. The labour class and students were also frequently mentioned, highlighting widespread concern about the burden of tobacco and nicotine use on younger and working age populations.
Gallup Pakistan noted that the survey was conducted among adults aged 18 years and above, and does not capture usage among teenagers or school-going children. However, anecdotal evidence suggests that minors may also be experimenting with vaping devices and flavored nicotine products, indicating the need for further focused research.
Commenting on the findings, Gallup Pakistan Executive Director Bilal Gilani said the study reflects the rapid arrival of smokeless and electronic nicotine products in the country at a time when Pakistan has made progress in reducing traditional tobacco use. He warned that without careful monitoring, these new products could undermine declining smoking trends.
Gilani said more research and informed public debate were needed to understand the long-term health and social implications of vaping and chewing tobacco in Pakistan, particularly their impact on young people.
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