A recent Gallup Pakistan survey estimates that over 1.2 million adults in Pakistan are currently using vaping devices, even though only 17% of the population has heard of electronic cigarettes or vaping. Conducted between September 12–23, 2025, via Computer-Assisted Telephone Interviews (CATI) with 1,153 adults aged 18+, the study reveals a significant gap between usage and knowledge. Awareness is notably higher in urban areas (26%) compared to rural regions (12%), and among wealthier segments of society. In contrast, awareness of traditional smokeless tobacco products like zarda or nicotine pouches stands at just 20%.
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Youth Appeal and Health Concerns
Among those aware of vaping, fashion and style trends top the list of reasons for its growing popularity among young people (41%), followed by experimentation (15%), nicotine addiction (9%), and peer pressure (8%). The survey highlights that 71% of aware respondents believe second-hand vaping can harm others, similar to cigarette smoke, with most viewing it as equally or more harmful than conventional cigarettes. Youth are seen as the most affected group (45%), followed by the labour class (20%) and students (12%). Bilal Gilani, Executive Director of Gallup Pakistan, warned that while traditional tobacco use has declined, these emerging products pose a new public health challenge that requires vigilance to prevent reversing progress.