With over 7,000 votes already recorded in the first month of polling, the 2025 edition of the Consumers Value Awards (CVA) is shaping up to be the most inclusive and consumer-driven yet.

To begin with, for the first time in its four-year history, the CVA has expanded its scope to include government agencies.

Alternatively, this is aimed at giving Nigerian consumers the opportunity to rate and recognize public institutions alongside private brands.

National Orientation Agency (NOA) is leading the pack.

Impressively,with an overwhelming 98% of the votes in the category of Outstanding Federal Agency on Consumer Engagement.

Meanwhile, the National Agency for Food and Drug Administration and Control (NAFDAC) follows with 64% of the votes as the Most Consumer-Friendly Regulatory Agency.

In addition, other federal institutions are also seeing significant engagement from the public.

Specifically, the Federal Competition and Consumer Protection Commission (FCCPC) and the Nigerian Communications Commission (NCC) are currently tied at 48% in the hotly contested Best Complaint Resolution category.

Clearly, this development signals a major leap forward for the CVA platform, which was established to amplify the voice of Nigerian consumers across all sectors.

According to Akonte Ekine, Chief Executive Officer of Brand Exchange and Convener of the CVA, this year’s edition is driven by consumer demand for transparency, accountability, and inclusion.

He stated this during an exclusive interview with MARKETING EDGE ONTV recently in Lagos.

Furthermore, he explained that the inclusion of government agencies was not a planned change but a direct result of consumer nominations.

He emphasized, “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,” he said.

 

Growing Participation and Impact

Reflecting on the journey so far, Ekine described the journey of the Consumers Value Awards as one that started from zero but has steadily gained momentum over the years.

Now in its fourth edition, the CVA has recorded thousands of votes and continues to see rising public interest.

As he pointed out, “In the past two editions, we recorded over 10,000 votes on the website.

This year alone, in just one month, we’ve already crossed 7,000 respondents,” he revealed.

More importantly, he noted that many consumers are beginning to realize that their voices truly matter and that the CVA offers a legitimate platform to commend or critique the services they receive.

He added, “This platform allows consumers to speak up not just in their living rooms, but publicly.

It’s not just about saying a product or service is bad.

It’s about saying which ones are doing well and deserve recognition.

That’s the kind of feedback that moves markets forward.”

 

Fierce Competition Among Private Brands

At the same time, while public sector participation is making headlines, private sector brands remain active contenders in various categories.

For example, Domino’s Pizza is currently leading the Quick Service Restaurant category with 52% of the votes.

Uber is ahead in the Most Reliable Hailing Service category with 54%, while Adron Homes commands the Best Real Estate Company category with an overwhelming 82%.

Similarly, in the packaged goods space, Golden Penny leads the Best Packaged Food category with 50%.

Golden Terra Soya Oil is the front-runner in the Most Preferred Healthy Cooking Oil category with 40%.

When it comes to the alcoholic beverage segment, Trophy Lager Beer dominates with 79% of the votes as the Most Trusted Alcoholic Beverage, followed by Guinness Stout with 66% in the Most Trusted Stout Brand category.

Chivita leads the Most Trusted Non-Alcoholic Beverage list with 59%.

Moreover, financial institutions are not left out.

First Bank of Nigeria Plc holds 41% of the votes in the Best Consumer Bank category.

While Kuda Microfinance Bank stands out with 82% in the Best Microfinance Bank category.

Interestingly, the oral health category is notably competitive, with Pepsodent, Colgate, and Oral-B all tied at 25%, reflecting split consumer loyalty.

 

Vision for the Future

Looking ahead, Ekine revealed that the vision for the CVA is still unfolding.

Though the awards are in their fourth year, the long-term goal is to establish the CVA as the foremost platform for consumer feedback and recognition in Nigeria.

He emphasized that the CVA is more than just an award it’s a “badge of honor” and a “stamp of conviction” from real consumers.

In addition, he also disclosed future plans to host a Consumer National Summit in the fifth edition, along with a Consumer Show and a Consumer Exhibition.

He stated, “We are preparing for the next phase. Nigeria has never had a full-fledged Consumer Summit, and that’s what we are working toward for the next edition.

It will bring together all stakeholders, including regulators like the FCCPC, industry leaders, and consumers,” he said.

Recognizing Social Impact

In a related development, in a bid to also highlight social good, the CVA has introduced a new category this year Best Philanthropic Brand.

Nominees include Dangote Foundation, Tuneru Foundation, and others that are recognized for their impactful social interventions.

According to Ekine, the goal is to celebrate brands that are contributing to national development beyond their core business.

Raising Consumer Consciousness

Consequently, Ekine urged Nigerian consumers to take advantage of the platform by visiting the CVA website and voting for the brands and agencies that have served them best.

He emphasised that participation is open and transparent, and that no brand pays to be listed or win an award.

He concluded, “Brands are getting free visibility and consumer insight.

This is something they spend millions on through market research.

What we’re doing here is public validation and that’s priceless,” he stated.

 

Grand Finale and Closing Date

Finally, voting for the 2025 Consumers Value Awards will remain open until October 5, 2025.

The grand finale and award ceremony is scheduled to take place on November 26, 2025, at the Radisson Blu Hotel, Ikeja, Lagos.

With this in mind, with 58 categories in total, spanning food and beverage, telecommunications, health, finance, transportation, and public services, the CVA offers a comprehensive snapshot of how consumers view brands and institutions across Nigeria.

In summary, “This is not about politics. This is about the efficiency of the marketplace,” Ekine concluded.

“We are evolving as a society, and this award is one of the tools to help us get better.”

To cast your vote and participate in shaping the future of consumer satisfaction in Nigeria, visit [www.ConsumersValueAwards.com](http://www.ConsumersValueAwards.com).

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