Protection was Aviva's ‘largest product contributor' making up 36% of the insurer's first nine months' new business value, interim results have shown.
Aviva's results for the third quarter of 2014 showed comparison annuities accounted for 20% of new business down from 32% a year ago.
The insurer said its UK life business returned to growth in the discrete third quarter, with value of new business up 18% to £120 million.
This has offset some of the decline caused by the new annuity legislation with the total value of new business for the nine months down 9% to £297 million.
Overall UK annuity value of new buesiness was down 33% in the first nine months, an improvement on the 41% decline in H1 due to increased bulk purchase annuity volumes, Aviva said.
Aviva also said "We have actively shifted business mix to mitigate the impact of low interest rates and regulatory change"
Across the group, the value of new business grew by 15% in the first nine months of 2014, driven by Europe (40% growth) and Asia (47%).
Mark Wilson, group chief executive officer, said: "Aviva's turnaround is delivering. Our key metrics have improved again. Year to date, our net asset value is 10% higher; value of new business is up 15% and the general insurance combined ratio improved to 95.9%.
"The steps we have taken to focus and strengthen the group mean we are in a different position to two years ago.
"Notwithstanding this progress, there is still more to do before we can be satisfied we are fully delivering on our investment thesis of cash flow plus growth."
