An exhaust gas purifying catalyst 10 according to the present invention includes a base material 11, a reforming reaction layer 20 provided on the base material 11 and including at least one of a rare earth oxide and a transition metal oxide (except precious metal other than Rh and Ru) as a hydrogen generation catalyst that converts an unbumt component in exhaust gas into H 2 , and a catalyst layer 30 including precious metal that purifies the unbumt component. The content of the hydrogen generation catalyst in the reforming reaction layer 20 is 5 g/L or more per unit volume of the base material 11.