On the Mazda I used mostly whatever was least expensive, which were usually store brands made by Purolator. Then actual Purolators. There were a couple of Frams, too.
I have used Toyota (=Denso), Purolator L16311, and Fram TG10358 cartridges on the Toyota so far. No clear preference. Of those, the Toyota one reputedly has mediocre efficiency, the Purolator had dubious construction quality (skewed geometry), and the Fram was over-priced. There's a Walmart (=Champion?) 10358 in inventory. After it, I might switch to Fram Ultra.