There's growing calls for power companies to go easier on customers who can't pay their bills.

Each year, around 40,000 New Zealanders are disconnected from the power supply for non-payment, according to new data.

Consumer NZ's Paul Fuge says people genuinely struggling shouldn't have to ration an essential service.

"There needs to be more protections around disconnections and more time for interventions - and other mechanisms need to be in place to stop those people who genuinely can't afford it and where there could be genuine harm caused."

LISTEN ABOVE