I really like the BioKleen dishsoap and laundry products. I am sensitive to strong odors (Mrs. Meyers and Method are both too strong for me) and I like that the BioKleen comes in concentrate, so we're actually getting more, just paying for it all up front. Nature's Gate hand soaps and lotions are worth the extra money, too.
We spend more on organic producefood. I spend more on loose-leaf tea (I rarely go out for coffee, so now we're actually saving money) than bag tea. Kashi cereal---yep! My son loves it and it's lower in sugar than many kids cereals. Organic crackers, organic dairy products free of hormones, and my women's 'personal' items, as well as when my son was in diapers: we pay more for things that aren't chlorine-bleached and won't contain chemical irritants/carcinogens or dioxins. (I used to work for Greenpeace, and am unfortunately way too informed about that stuff.)
We'll spend more on higher-quality clothing items like shoes or jackets, etc. for the grown-ups and always look first for those same items secondhand for our son before plunking down bigger $$. Good underwear/socks/bras are more of a priority, but everything else is mostly Goodwill or Old Navy or pass-alongs from older cousins. We do strive for balance in our spending!