I buy a mixture. Toiletries are always branded.
I generally aviod the supermarket 'value' food as it normally has high levels of injected water, additives, sugar and salt.
I buy supermarket brand stuff in the finest range and stuff though sometimes.
But yeah I buy supermarkets deserts, fresh pies, fresh bread, fish over the counter (get more for your money then the shrink wraps packs) and things like pasta, fruit and veg If Im buying in a supermarket.