The research found that more than half of those questioned believed that Oliver's high-profile projects to improve the nutritional content of school meals were behind the rise.
A further increase in fruit and vegetable consumption is predicted for the next year, with the fresh produce industry expecting 8.5 per cent growth. However, long-term growth is only expected if the industry adapts to the needs of the modern consumer and increases the availability of prepared and semi-prepared products.
The government's 5 A DAY and anti-obesity campaigns were also thought to have played a significant part in the rise.
Jamie Oliver is the face of grocery giant Sainsbury's. In March, he signed a one-year contract extension, taking him into his seventh year as the supermarket's front man.
Oliver first signed with Sainsbury's in June 2000 and has featured in 100 television adverts for the retailer. The success of the launch advert, featuring Oliver sprinkling nutmeg over spaghetti bolognaise, meant the grocer needed to order two years' stock of nutmeg to satisfy customer demand.
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