Depends a lot on the item. I don't buy as many packaged foods as I used to, so that makes it less of an issue too. But bread for example...I almost always buy Ezekiel bread, but if there were more brands/store brands available that made similar items, I would buy those. Canned tomatoes I tend to buy more name brand than I used to because only the name brand packages in a BPA-free can lining. But not all varieties of canned tomatoes have that as an option all the time, so then I buy generic. Or sometimes I prefer to buy stuff in a Tetrapak and those aren't always available in a generic. Canned beans I buy the low/no-added sodium kind, so sometimes there's no generic of that, and so I buy name brand. But if I'm not sacrificing any feature important to me, then I buy generic. It's often the same thing as some name brand, just with a different label anyway. I buy generic of a lot of pastas/grains. Rice I've started buying name brand more often because it seems I manage to cook it with a better texture and I can get non-gmo.