As thousands of voters continue to cast ballots, the competition for the 2025 Consumers Value Awards (CVA) is intensifying, and the first month of polling has already produced some unexpected findings. The response has been electrifying as the CVA opens its platform to evaluate both private sector brands and public sector agencies for the first time in its four-year history.
- With a remarkable 98% of the vote, the National Orientation Agency (NOA) is leading the charge and has been recognised as an Outstanding Federal Agency on Consumer Engagement.
- With 64% of the vote for Most Consumer-Friendly Regulatory Agency, the National Agency for Food and Drug Administration and Control (NAFDAC) is not far behind.
- Other federal agencies are also competing: in the hotly contested Best Complaint Resolution category, the Federal Competition and Consumer Protection Commission (FCCPC) and the Nigerian Communications Commission (NCC) are tied at 48% each.
The private sector divisions are also a flurry of activity.
- With 52% of the vote, Domino’s Pizza is in the lead in the Quick Service Restaurant category.
- With 54%, Uber is the most dependable hailing service.
- With an overwhelming 82%, Adron Homes leads the Best Real Estate Company category.
This edition represents a historic expansion of the initiative, according to Consumers Value Awards Convener, Akonte Ekine. The Convener said, “This is the first time we are bringing public sector agencies into the CVA, which has traditionally focused on private brands. We want to track how government institutions measure up in consumer satisfaction and trust. Interestingly, while state governments were observed in the past two editions, Lagos State remains the only one consistently aligning with consumer rights through policy initiatives.”
BrandSpur news brand reports that in the wider market, well-known household brands are also facing intense competition:
- Golden Penny has 50% of the vote in the Best Packaged Food category.
- When it comes to the Most Preferred Healthy Cooking Oil, Golden Terra Soya Oil leads by 40%.
- Trophy Lager Beer has an astounding 79% of the vote for Most Trusted Alcoholic Beverage.
- With 66% of the vote for Most Trusted Stout Brand, Guinness Stout comes in second.
- With 59%, Chivita easily tops the list of the Most Trusted Non-Alcoholic Beverage.
Voter interest is just as vibrant in the financial services industry:
- 41% of the Best Consumer Bank category is held by First Bank of Nigeria Plc.
- With 82% of the vote for Best Microfinance Bank, Kuda Microfinance Bank is the clear favourite.
- Pepsodent, Colgate, and Oral-B are tied at 25% each in the oral health market, illustrating how polarised customer loyalty can be in fiercely competitive markets.
Every area of the market is being examined through the lens of the consumer with 58 categories in this year’s awards. Most categories have at least three brands competing for the coveted CVA Badge of Honour, with the exception of the Breakfast Cereal category, which only has two brands listed.
Voting will continue until October 5, 2025, after it started on August 5, 2025.
However, the theme for this year, “Beyond Prices: Consumer Trust, Digital Experience & Brand Accountability,” emphasises how important it is for companies—and now government organisations—to provide not only affordability but also openness, creativity, and true value to customers.
On November 26, 2025, the award ceremony and grand finale will be held at the Radisson Blu Hotel in Ikeja, Lagos.
