Kia dealers may be slightly cheaper. Check out the SG Petch website for Hyundai parts & accessories.
There are few pattern parts available for Hyundai, particularly recent models - I wouldn't dream of using anything but a Hyundai/Kia oil filter or brake pads/shoes but pattern parts for air filter, fuel filter, cabin filter have little risk.
Big thing is to make sure you use the correct oil for your model, ACEA-C3 for 2010-on Santa Fe in the UK, 5W-30 or 0W-30 - different ACEA grade for earlier Santa Fe's.
if you don't mind aftermarket, find a good site located in the UK for car parts. i'm not an OEM kind of guy myself. i feel the cost is too high with very little quality increase if any. once you know your brands of parts its a non issue.
Thanks for the replies, I tried SG Petch but they don't have any filters for my model! I have a K&N air filter already fitted as I believe their overall cost/engine benefits out ways OEM annual swaps. I was considering using their oil filter as I have only heard good things about them. Im on top of the oil scenario and intend using C3 Magnatec, not cheap but recommended. It's the £23 fuel filter from the stealership that bothers me, I guess the quality of fuel purchased is more important than the quality of the filter to some degree. I might try non OEM and be prepared to replace it more regularly.
The air filter only needs replacing every 2 years/ 40,000 miles.
According to Euro Car Parts, their non-branded fuel filter, at £7.50, needs changing every year - the Hyundai branded item, at £23, is good for 3 years/40,000 miles - not much difference in annual cost and with the Hyundai part you know it has the right specification for filtration, not just physical fit.
Try KORAPS, one of the best Korean online auto part seller I ever found. I use to buy form them for last 2 years considering the genuineness, fast shipping and reasonable cost. Make sure to search your item only with correct part number.