Consumer demand for pensions has grown by a third since August 2010, research says.
Legal & General's (L&G) MoneyMood survey found 36% of people say they want to save into a pension, compared to 27% in August last year.
A quarter of people plan to add to their savings within the next month, the research says.
The increased interest in pensions was greatest amongst the 35-44 age group.
"It is encouraging to see such a healthy rise this year in the number of people thinking about saving for their long-term retirement income," says Mark Gregory, L&G executive director, savings.
"The announcement of government proposals to introduce a flat rate state pension may also be helping to focus savers thoughts on their retirement.
"Those who are looking forward to an income higher than the state pension are more likely to appreciate the sooner they start saving the better, as their money has longer to enjoy investment growth."
Last week, the government launched a green paper proposing a £140 per week flat-rate state pension, which will be worth £155 per week by the time it comes into force if approved.
The aim of the universal state pension is to simplify the current system and eradicate means testing.
The current full state pension is £97.65 a week, but can be topped up to £132.60 with pension credit.
First mentioned in Cridland Report
Second acquisition of 2019
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