For devices that see more heavy use, Eneloops. On anything casually used or not operable at the lower NiMH voltage, budget alkalines from Lidl or the like.
The days when "plain" meant leaky, low power zinc-carbon cells are over. Here in Europe, the house brand alkalines sold by Lidl, Aldi, Tesco and the like have frequently been tested to be quite the same as regular variety brand name cells - and all of them quite probably will have originated at the same set of OEMs, interchangeably.
There is no point in "Photo" alkalines, these tend to cost as much as Eneloop type NiMH rechargeables while being single-use and inferior in power and current capabilities. Worse, quite a few of them have been caught out in tests as being merely photo decorated, and by technical specs not even superior to the regular cells of the maker, in spite of being sold for twice the price.