More than 1.2 million Pakistanis are estimated to be using vaping devices, despite relatively low public awareness of electronic cigarettes and other new nicotine products, according to a new nationwide survey released by Gallup Pakistan. The study was conducted between September 12 and 23, 2025, and its findings were released on January 5, 2026. Based on a nationally representative sample of 1,153 adults aged 18 and above, the survey provides one of the most detailed snapshots to date of public awareness, perceptions, and concerns regarding vaping and chewing tobacco products in Pakistan. Gallup Pakistan found that only 17% of respondents reported having heard of electronic cigarettes or vaping, while awareness of chewing tobacco and nicotine products such as zarda, snus, and nicotine pouches stood slightly higher at 20%. Awareness levels were significantly higher among urban residents and wealthier segments of society. READ MORE: WHO estimates at least 15 million teenagers use e-cigarettes worldwide Despite limited awareness, the survey estimates that over 1.2 million Pakistanis are currently using vaping devices, pointing to a small but potentially fast-growing user base. Among respondents who were aware of vaping, a majority, 60%, said neither they nor anyone they know uses vaping products. Only 9% said they personally knew a user, while 3% reported using vaping devices themselves. Public perceptions of health risks remain cautious. A large share of respondents viewed vaping as harmful or equally harmful compared to conventional cigarettes. Among those aware of vaping, 71% said second-hand vaping can harm people around the user, a perception similar to attitudes toward exposure to cigarette smoke. Youth were overwhelmingly identified as the group most affected by smoking and related products, including vaping and chewing tobacco. About 45% of respondents said young people are the most impacted, followed by the labour class at 20% and students at 12%. Asked about the reasons behind the growing appeal of vaping among young people, respondents most commonly cited fashion and style trends (41%). Other factors included experimentation and fun (15%), nicotine-related addiction (9 %), and peer pressure (8%). Concerns were also raised about chewing tobacco products. More than half of respondents who were aware of such products, 54% believed that flavoured varieties actively attract young users. Commenting on the findings, Bilal Gilani, Executive Director of Gallup Pakistan, said the study highlights a new and emerging challenge for public health policymakers. “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.” Gallup Pakistan noted that while the survey covered adults aged 18 and above, anecdotal evidence suggests that teenagers and school-going youth may also be using vaping devices and flavoured nicotine products. It said further targeted research would be required to fully understand usage patterns among minors. The survey was conducted using computer-assisted telephone interviews (CATI) and carries a margin of error of ±2–3% at a 95% confidence level.