New research shows consumers are gravitating towards home brand products due to the rising cost of living.

EY data indicates that 65 percent of people believe these home brand products satisfy their needs as much as branded products.

The data also shows Gen Z are less willing to buy private label products than Baby Boomers, Gen Xers and Millennials.

Massey University marketing professor Bodo Lang says the cost of living is definitely a factor- but notes that retailer marketing has gotten more sophisticated.

"They're segmenting the market, they're targeting different groups of consumers. They've learned a lot of tricks from the established brands."

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