We buy store brand whenever possible. Exceptions are toilet paper, coffee and toothpaste. Oh, and Miracle Whip (but that's DH, not me, lol). But I'm not brand loyal so if Colgate is a better deal than Crest, I get the better deal.
Some recent things I purchased store brand:
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Target feminine products
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Target fruit snacks, granola bars and juice
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Target fabric softener
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Target shampoo (like Pantene) Target body soap (like Dove) Target lotion (like Vaseline Intensive care)
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Grocery store brand milk (friend works for Meadow Gold Dairy and says they fill several local store's supplies)
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Store brand whole wheat organic pasta
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Store brand spaghetti sauce
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Store brand canned mandarin oranges
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Store brand canned corn (both for different salad recipes)
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Store brand cheetos-type snacks for picnic
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Store brand dish soap
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Walgreen's brand Claritin and Sudafed type medicines
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Walgreen's brand infant tylenol
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Walgreen's brand dental floss
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Sam's Club Diapers and Wipes--the only diaper that won't give my baby a rash, except for Huggies.
I have bought other store/off brand things in the past. This was just a recent shopping trip. I think Target has great store brands and I have also been happy with Walgreen's store brands. My sister-in-law is a pharmacist for Walgreen's and says there is no difference in the Walgreen's brand tylenol, sudafed, benadryl, etc. medicines. They use the same ingredients.