Their store brands are almost always (the exception is pretty much the sodas) on par with if not actually better than the national brands. Prices vary, but especially if you watch for coupons, you can usually come out 15+% better than WalMart, and of course the quality is way beyond WM's.
Of note, if you don't have a Central Market nearby, but do have a regular HEB, they can often get CM products that they don't regularly carry with a few days' notice.
Plus, staff is generally friendlier and more efficient than WM or Brookshires, (Not quite to QuikTrip standards, but still much more pleasant to deal with than many retail staff.) and you can still get some help carrying the groceries out to the car if they're not too swamped at the moment.
OTOH, when it comes to effective shelf space utilization, they still fall to the same idiocy as other stores. Case in point, an empty space for regular eggnog, next to an untouched, equal sized pile of fat-free "eggnog." Same in the apple cider space. No matter how many years of consistent data they see, (And every year, in spite of crazy markdowns from the $3.98 base price, some of the fat-free "eggnog" will be tossed at its sell-by date.) they still won't do the sensible thing of using the entire shelf for the real product that people actually buy and putting the crap in the sewer where it belongs.