I went through a phase of buying the manufacturer's branded own oil filter in the mistaken belief that I was buying something better than any other. For other filters etc I've always just bought whatever the factor was selling. The penny then dropped that the manufacturer's don't actually make their own filters and ever since I've just gone with whatever my local trade factor is selling, as long as it's a brand I know, (Mahle, Mann, Bosch, Crosland, Fram, etc, etc) and never had a problem. My local Factor now stocks NAPA stuff, which is a very big brand in the US. I'll probably end up with one of theirs at some time. I don't like buying this sort of stuff on line from an unknown supplier (although I'd buy from a trusted source like S4p or AutoVaux etc).
My one exception is my lubricants. I buy only genuine packs of the manufacturer's branded lube for transmissions. I'm a bit more open with engine oils but, if it's one of these small turbo'd jobs - like the Ibiza - will only buy a product actually specified for that particular engine. I've been running Fuchs oils in the "Family Fleet" for quite a number of years without any problems. Fuchs Titan GT1 Pro C3 5E-30 which meets all the VW specs for my engine and Fuchs Titan GT1 5W-40 (now replaced by Titan GT1 Flex 3 5W-40) in both our Panda and my boy's Punto. Again meeting all the Fiat specs. The FIRE engines seem very tolerant when it comes to engine oil and I think the'd run on almost any good quality 5W-40 or 5W-30 oil but I'd like to see the FIAT compliant spec on the tin for my own reassurance. By the way, it was announced a wee while ago that Fuchs are the supplier of Quantum oils to the VW group, replacing Castrol. VAG are very strict with stuff like this so if Fuchs are good enough for them then that'll do for me too! Twin air or Multiair? be very careful to get exactly the right stuff. Lots on the forum about problems related to using the "wrong" oil in these engines.
What about that timing belt? 2009 and 70,000 miles behind it? If still original it needs doing right now if not sooner. 5 years/70,000 miles whichever comes first seems to be the recommendation for the FIRE although there are few reports of failure compared with some other makes.