Consumer behaviour and brand image are two key areas of focus in marketing research. The purpose of this study was to examine consumer behaviour shifts during economic crises and their impact on brand loyalty in the food manufacturing industry. Aaker’s Brand Equity model and the Theory of Planned Behaviour were applied in order to explore consumer behaviour towards food manufacturers in post-COVID-19 financial struggles. The findings answered the research question “How do economic downturns, such as those experienced during and after the COVID-19 pandemic, shape consumers' decision-making processes and perceptions of food brands in Sweden?” by conducting a qualitative study through semi-structured interviews. The main themes found were Consumer Decision-Making Process, Brand Perception and Cognitive Factors Prior to Purchase, which all contribute to understanding the model of Consumer Behaviour. The findings showed that consumer preferences are driven by familiarity, high quality, taste, ingredients, and positive brand reputation. Marketing communication should strike a balance by avoiding aggressive advertising while still offering discounts and ethical campaigns. This is especially important during economic downturns when attention tends to shift towards price, and companies try to prompt consumers to explore new brands. Trust and brand image were also crucial for consumer decision-making. With these findings, food manufacturers will be able to adapt their marketing strategies, their branding and product offerings to manage economic difficulties and maintain consumer trust.