Sarah Horner, Norwich Union's spokesperson, added that the chance to reduce premiums could be used as a reason for smokers to consider quitting.
"Giving up smoking can be an extremely hard thing to do, so it's perhaps unlikely life insurance savings will be the only reason to quit, but they can certainly be an added incentive," she explained.
According to research from Benenden Healthcare, 14 per cent of smokers have kicked the habit since July last year.
The highest number of people who quit were found in London, the south-east and East Anglia, while people in the west and Wales were the least likely to have given up.
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