For my color work, I usually settle on what I can find cheap around here.
I've been using a lot of Kodak Gold 200 ever since they switched to the new formula in the late 90's. The neutral balance is pleasing to my eye. Especially since I found a store who was liquidating the films for less than 1$ a roll... I'll be shooting Gold for quite a while (I have many rolls in the freezer
).
I also have a few rolls of my local grocery store's brand film to finish shooting (I think they are Konica, their plastic containers are the same).
I did have a love for the old Agfa Ultra... but it was incredibly expensive (8$ a roll in 35mm) and hard to find. I did buy some a few times... just like expensive chocolates...
I also shot a lot of cheap Dollar store film in my toys (they stopped carrying it). I must say I was truly impressed by the results. It was Likon 200 Super, made in China. The lab had a hard time balancing the color shift (they didn't have profiles) but it did have a nice quality. Though I don't know about the life of the dyes used...
As for B&W, I used a lot of T-Max 100 and quite loved the 3200's grain (even though it also was hard to find and quite expensive). But still, good old Tri-X is hard to beat. I know it's not always the best but it definitely has some personality.
I never used much Ilford film, only their papers which have always been easy to find and very popular around here.