With the cost of living continuing to spiral, new research has found more and more customers are switching to home-brand products in a bid to save as much as possible.

Both Coles and Woolworths have reported a marked increase in consumers buying home-label products.

Professor of Marketing and Consumer Behaviour at the Queensland University of Technology Gary Mortimer told Oliver Peterson on Perth Live it’s the Aldi effect.

Press PLAY below to hear why home-brands are so popular 

Image by Quinn Rooney via Getty Images