Islamabad: Gallup Pakistan has released the latest findings from a national survey measuring Pakistanis' awareness, perceptions, and concerns regarding electronic cigarettes (vaping) and chewing tobacco products, including nicotine pouches, zarda, and snus.
The survey reveals that awareness remains limited but significant given these devices have come to Pakistan only recently: 17% of Pakistanis report having heard of electronic cigarettes or vaping.
Awareness of chewing tobacco products such as zarda, snus, and nicotine pouches is marginally higher at 20%, with significantly greater familiarity among urban and wealthier populations.
Despite this low awareness, the study estimates that over 1.2 million Pakistanis currently use vaping devices, indicating a small but rapidly growing segment of users.
Among those who are aware of vaping: A majority (60%) say neither they nor anyone they know uses vaping products. Only 9% personally know a user, and 3% report using these devices themselves.
Many Pakistanis view e-cigarettes/vaping as harmful or equally harmful as conventional cigarettes. 71% of those aware believe vaping can harm people around the user, similar to the risks associated with second-hand smoke.
Respondents overwhelmingly identify youth as the segment most affected by smoking and related products, including vaping and chewing tobacco: 45% say youth are most impacted. 20% believe the labor class is most affected, followed by students (12%).
The public also perceives several key drivers behind rising vaping use among youth: Fashion and style trends (41%), Experimentation and fun (15%), Peer pressure (8%), Nicotine-related addiction (9%) and more than half (54%) of those aware of chewing tobacco products believe that flavored varieties actively attract young users.
Gallup Pakistan says this research is based on a nationally representative sample of adults aged 18 and above. Anecdotal evidence, however, suggests that teenagers and school-going youth may also be using vaping devices and flavored nicotine products, but they are not included in this survey.
More targeted research would be required to fully understand usage patterns among minors.
Executive Director Gallup Pakistan Bilal Gilani has said that this is a unique and timely study capturing the fast arrival of smokeless and electronic cigarettes in Pakistan. 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. More research is needed to understand the full social and health implications, he said.