Direct-to-Consumer Genetic Testing Market - By Test Type, By Technology, By Distribution Channel - Global Forecast, 2025 - 2034

Direct-to-consumer Genetic Testing Market Size

The global direct-to-consumer (DTC) genetic testing market size was valued at USD 4.1 billion in 2024. The market is anticipated to grow from USD 4.5 billion in 2025 to USD 13 billion in 2034, growing at a CAGR of 12.4% during the forecast period, according to the latest report published by Global Market Insights Inc.

The market is experiencing significant growth driven by the growing consumer preference for personalized wellness solutions. The growing awareness among individuals towards health and wellness, particularly among Millennials and Gen Z, has led them to seek personalized genetic insights into diet, fitness, and disease risk. For example, companies like 23andMe Health + Ancestry Service and Wellness Reports provide information on genetic predispositions to lactose intolerance or caffeine consumption, helping users make informed lifestyle choices. This personalization trend, coupled with tech integration, continues to boost market growth.
 

Direct-to-consumer genetic testing allows consumers to purchase and use it without the intermediary of a healthcare professional. The test type includes carrier screening, predictive testing, ancestry, nutrigenomics, pharmacogenomics, and other test types. These tests are typically performed at home using saliva or cheek swabs, offering insights into ancestry, health risks, traits, nutrition, and skincare. The leading companies like Ancestry, MyHeritage, Myriad Genetics and Family Tree DNA (Gene By Gene) lead the market by offering user-friendly platforms with multilingual support and global accessibility. Thus, by making genetic insights more accessible and personalized, these services are shaping the market.
 

The COVID-19 pandemic led to a major shift in the consumer’s approach towards personal health and wellness, with a strong preference for at-home test services and remote healthcare monitoring solutions. This change has boosted the popularity of DTC genetic testing services as consumers embrace using at-home test kits and virtual consultation services. The convenience, privacy, and simplicity offered by at-home saliva tests have made them more appealing than in-person laboratory visits.
 

The growing integration of genetic data with digital health platforms and mobile apps is one of the major factors contributing to market growth. As consumers are increasingly using wearable devices and health-tracking apps, combining genetic insights with real-time monitoring features enables personalized and actionable recommendations. In addition, the apps that sync with genetic reports to suggest customized fitness plans or dietary adjustments enhance user engagement, making genetic testing more relevant and appealing to a broader customer base. For example, in December 2023, 3X4 Genetics introduced GENEFIT, integrated with its patented modifier technology. GENEFIT technology integrates genetic data with training data from wearable devices to give personalized, gene-informed sports performance metrics and goal-based training plans.
 

Direct-to-consumer genetic testing allows consumers to access personal genetic insights for proactive health decisions. Various technologies evolved in genetic testing include microarray-based testing, single-nucleotide polymorphism (SNP) chips, whole genome sequencing (WGS), and other technologies driving market expansion by enabling affordable, large-scale, and detailed genetic analysis. Additionally, growing advancements in genetic sequencing and emerging technologies further continue to enhance accuracy, accessibility, and personalization, fueling growth in consumer genomics and preventive healthcare.
 

Direct-to-Consumer Genetic Testing Market Trends

• Rising consumer demand for personalized health and wellness insights has influenced market growth.
   
• As individuals are seeking genetic information to guide decisions related to nutrition, fitness, disease prevention, and lifestyle. This trend is supported by advances in genomic technologies like next-generation sequencing (NGS) and WGS, which offer more detailed and affordable testing options.
   
• In addition, the reduction in the sequencing cost has enhanced its affordability and accessibility, bolstering the market growth. For instance, NGS has dramatically reduced the cost of sequencing the human genome. In 2007, the cost of sequencing an entire human genome was approximately USD 1 million, which reduced to USD 1,000 in 2014, while by 2023, the cost dropped to about USD 600. However, the reduction in cost has made these technologies more accessible and increased adoption, thereby strengthening their position in the industry
   
• Additionally, the expansion of online and over-the-counter (OTC) channels has made genetic testing more accessible and convenient.
   
• Coupled with growing awareness of genetic predispositions and the appeal of at-home testing, these factors are collectively accelerating market adoption and innovation.
   

Direct-to-Consumer Genetic Testing Market Analysis

Learn more about the key segments shaping this market

Download Free PDF

The global market was valued at USD 5.7 billion in 2021. The market size reached USD 4.6 billion in 2023, from USD 5.1 billion in 2022.
 

Based on test types, the global market is segmented into carrier screening, predictive testing, ancestry testing, nutrigenomics testing, pharmacogenomics testing, skincare testing, and other test types. The ancestry testing segment held a dominant position in the market, valuing USD 1.5 billion in 2024 and is expected to dominate throughout the forecast period.
 

• The widespread consumer appeal for affordability and ease of interpretation has strengthened the demand for ancestry testing.
   
• Ancestry testing enables individuals to explore ethnic origins, build family trees, and connect with relatives globally.
   
• The popularity of companies like Ancestry, Myriad, and HomeDNA, which offer user-friendly interfaces and large DNA databases, has significantly contributed to this segment’s growth.
   
• These companies are capitalizing through strategic promotional marketing, affordable offerings, and easy-to-use at-home testing kits, along with comprehensive ancestry reports to penetrate the competitive market.
   
• Moreover, ancestry testing is becoming more popular as incremental integration with genealogy tools enhances user connectivity with their families, further strengthening its prominence.
   
• On the other hand, the nutrigenomics testing segment is poised to grow significantly in the coming years, driven by rising consumer interest in personalized nutrition and preventive health. As awareness for gene-diet interactions increases and wellness trends continue to rise, nutrigenomics is becoming a focus area for consumers and providers, positioning it as a high-potential segment within the DTC genetic testing market.
   

Learn more about the key segments shaping this market

Download Free PDF

Based on technology, the global direct-to-consumer genetic testing market is categorized into microarray-based testing, single-nucleotide polymorphism (SNP) chips, whole genome sequencing (WGS), and other technologies. The SNP segment accounted for the highest market share of 49.5% in 2024. The dominance is driven by its cost-effectiveness, scalability, and ability to analyze thousands of genetic variants simultaneously.
 

• SNP chips are widely used for ancestry testing, traits, and health risks assessment, making them the ideal preference for consumer applications.
   
• Their efficiency in detecting common genetic variations and compatibility with large datasets have made them the preferred technology for several leading DTC companies.
   
• Additionally, SNP chips offer faster processing and lower costs, contributing to broader market adoption and accessibility for consumers seeking personalized genetic insights.
   
• On the other hand, WGS is poised for steady growth due to its ability to deliver comprehensive genetic insights surpassing SNP-based tests in depth, accuracy, and long-term health relevance.
   

Based on distribution channel, the global direct-to-consumer genetic testing market is categorized into online channels and over-the-counter (OTC). The online channels segment is expected to witness high growth to reach USD 10.7 billion by 2034 due to rising consumer preference for convenience, accessibility, ease of availability, and an opportunity for home-test services.
 

• Digital platforms enable seamless ordering, home-based sample collection, and secure delivery of personalized results.
   
• These channels also support targeted marketing and subscription-based models and global scalability, making genetic testing more accessible to a broader customer base.
   
• Companies like Ancestry and MyHeritage are focused on improving customer engagement through the promotion of their testing kit services, which come with supporting personalized reports that are increasingly gaining popularity in the market.
   
• Additionally, awareness of genetic health and wellness continues to rise as online distribution offers a cost-effective and user-friendly solution. This shift is expected to accelerate market expansion, particularly among tech-savvy and health-conscious consumers seeking personalized genomic insights.
   
• On the other hand, OTC segment is poised for steady growth driven by increased consumer demand for convenience, privacy, and self-directed health management.
   

Looking for region specific data?

Download Free PDF

North America accounted for 48.6% market share in the global direct-to-consumer genetic testing market in 2024 and is anticipated to witness high growth during the forecast timeframe.
 

• North America leadership was asserted due to its high consumer awareness, advanced healthcare infrastructure, and strong presence of market players.
   
• The region benefits from early adoption of innovative technologies, favorable reimbursement reforms, and proactive government backing for health awareness, which strengthens its leadership.
   
• Additionally, expanding adoption of personalized health solutions and wellness trends across the U.S. and Canada is building a strong ecosystem, propelling consistent market growth in the region.
   

The U.S. direct-to-consumer genetic testing market was valued at USD 2.4 billion and USD 2.2 billion in 2021 and 2022, respectively. The market size reached USD 1.9 billion in 2024, growing from USD 2 billion in 2023.
 

• U.S. dominance is attributed to several factors, such as its well-established healthcare infrastructure, high consumer demand for personalized health and wellness insights, growing accessibility of at-home testing kits, and advancements like NGS and SNP chips.
   
• For example, 23andMe offers FDA-approved genetic health risk reports and ancestry data, making genetic testing accessible and trusted.
   
• Additionally, increasing digital health integration in wearable devices continues to enhance consumer engagement and fuel market growth.
   
• Furthermore, the presence of major industry players like Ancestry, MyHeritage, Myriad, and Helix further supports market leadership.
   

The European direct-to-consumer genetic testing market held a revenue of USD 1.1 billion in 2024 and is anticipated to exhibit lucrative growth over the forecast period.
 

• European market growth is poised for significant growth due to increasing consumer awareness, supportive regulatory frameworks, and demand for personalized healthcare.
   
• Countries like Germany, the UK, and France are witnessing substantial growth driven by the adoption of genetic testing for wellness, ancestry, and disease risk assessment.
   
• Additionally, expanding digital health infrastructure and collaborations between biotech firms and healthcare providers are expected to further accelerate market expansion across Europe during the forecast period.
   

Germany dominates the European direct-to-consumer genetic testing, showcasing strong growth potential.
 

• The significant market growth in Germany is primarily driven by its robust healthcare infrastructure, strong public and private investment, and supportive regulatory environment.
   
• The country shows robust growth potential, driven by increasing demand for personalized health and wellness solutions.
   
• Additionally, the presence of leading biotech firms and collaborations with digital health platforms further strengthen Germany’s position as a key driver of market expansion across Europe
   

The Asia Pacific direct-to-consumer genetic testing market is anticipated to witness significant growth over the analysis timeframe.
 

• The rapid expansion is driven by rising health awareness, expanding middle-class populations, and increasing access to digital healthcare.
   
• Countries like China, India, and Japan are seeing a surge in demand for personalized wellness and ancestry testing.
   
• Government initiatives promoting genomics research and growing smartphone penetration further support market expansion.
   
• For example, MapmyGenome in India offers affordable genetic testing kits for health and ancestry, making genomics more accessible to the general population and contributing to regional market growth.
   

China is anticipated to grow significantly within the Asia Pacific direct-to-consumer (DTC) genetic testing market.
 

• China is anticipated to experience strong growth due to its large population, rising health awareness, and rapid adoption of digital health technologies.
   
• Increasing government support for genomics research and expanding middle-class demand for personalized healthcare are key drivers.
   
• Chinese companies are actively investing in affordable, localized genetic testing kits, enhancing their accessibility across the country.
   
• For example, WeGene offers ancestry and health-related genetic insights tailored to Chinese consumers, contributing to market expansion and making China a major player in the region’s growth trajectory.
   

Latin America is experiencing significant growth in the direct-to-consumer genetic testing market.
 

• Latin America is experiencing notable growth driven by rising awareness of genetic disorders, increasing demand for personalized medicine, and technological advancements like SNP chips and WGS.
   
• Countries like Brazil are leading the region, with growing interest in preventive healthcare and partnerships such as GENOMIKA’s collaboration with Veritas to offer whole genome and exome sequencing.
   
• Favorable government policies and expanding digital health infrastructure further support this upward trend.
   

Saudi Arabia is poised to witness substantial growth in the Middle East and Africa direct-to-consumer genetic testing industry during the forecast period.
 

• Saudi Arabia's market is poised to witness substantial growth in the market, driven by rising health awareness, government support under Vision 2030, and expanding digital infrastructure.
   
• The growth is further supported by increased demand for personalized medicine and genomic research investments.
   
• The rise of e-commerce and mobile health platforms further enhances accessibility, making Saudi Arabia a key growth hub in the Middle East.
   

Direct-to-Consumer Genetic Testing Market Share

The global market is highly competitive with players differentiated by specialization, technology, and consumer engagement. The top four leading players, including Ancestry, MyHeritage, Family Tree DNA, and Myriad Genetics, collectively account for nearly 50% of the market share. These companies are focusing on innovations, consumer-friendly platforms, and expanding marketing strategies. For example, Ancestry excels in its genealogy and ancestry testing services supported with massive historical records and genetic databases, coupled with strong recognition in ancestry services.
 

Emerging companies like Blueprint Genetics, MedGenome, Mapmygenome, and Fulgent Genetics are gaining traction through WGS and regional expansion. Companies are continuously competing on data privacy, test accuracy, and integration with digital health platforms. Strategic partnerships, acquisitions, and AI-driven analytics are shaping the future landscape. As consumer awareness grows, the market is shifting toward personalized wellness, preventive care, and hybrid models combining clinical and consumer testing. Regulatory clarity and ethical data use will be key to sustaining growth and trust in this evolving space.
 

Direct-to-Consumer Genetic Testing Market Companies

A few of the prominent players operating in the direct-to-consumer genetic testing industry include:

• Ancestry
• Blueprint Genetics
• Dante Lab
• DNA Complete
• DNA Genotek
• Easy DNA
• Family Tree DNA (Gene By Gene)
• Fulgent Genetics
• Genesis Healthcare
• Genova Diagnostics (GDX) 
• Helix
• HomeDNA
• Identigene
• Living DNA
• Mapmygenome
• MedGenome 
• MyHeritage
• Myriad Genetics, Inc.
• Nutrigenomix
• Pathway genomics
• Quest Diagnostics
• Tempus AI
• The SkinDNA Company
• Veritas Intercontinental
   
• Ancestry

Ancestry leads the market with a share of ~25%. Ancestry provides the largest consumer DNA network, which enables its users to trace ethnic origins as well as build family trees. Its user base exceeds 20 million and, in turn, enables advanced matching capabilities and deep genealogical analysis, including access to historical records.
 

• MyHeritage

MyHeritage combines genetic testing with advanced genealogy and history databases. It supports more than 40 languages and offers ethnicity estimates from over 2,100 regions. Its user-friendly platform emphasizes worldwide family connections and data privacy.
 

• Family Tree DNA (Gene By Gene)

Family Tree DNA (Gene By Gene) stands out for its pioneering role in genetic genealogy, offering specialized Y-DNA, mtDNA, and autosomal tests. It operates its own CLIA-certified lab, ensuring high scientific accuracy and control over testing processes.
 

• Myriad Genetics

Myriad Genetics delivers clinically validated genetic tests for hereditary cancer, reproductive health, and mental wellness. Its strong physician network and focus on precision medicine make it a trusted provider for healthcare professionals and patients seeking personalized treatment strategies.
 

Direct-to-Consumer Genetic Testing Industry News

• In May 2025, Targeted Genomics collaborated with OraSure Technologies to expand the commercialization of celiac disease testing using the OraCollect-Dx saliva collection device and GlutenID test. This collaboration explored opportunities for expanding consumer access to convenient, at-home celiac genetic testing, paving the way for broader adoption of condition-specific genomic screening.
   
• In November 2024, ProPhase Labs introduced DNA Complete, a subsidiary offering a DTC DNA test that sequences nearly 100% of an individual’s genome. The service delivers comprehensive insights into health, wellness, and ancestry through advanced genomic analysis. This launch strengthens competition in the DTC genetic testing market by raising the standard for depth and accuracy in consumer genomic services.
   
• In July 2023, Quest Diagnostics introduced its consumer-initiated genetic test called Genetic Insights. These new tests facilitate understanding of the potential risk of certain inherited health conditions supported by advanced technology and end-to-end guidance for personalized health reports and genetic counselling. Thus, this robust service launch aimed to support accessibility to genetic testing, widening Quest’s consumer health business.
   
• In November 2022, Myriad Genetics acquired Gateway Genomics, a developer of consumer genetic tests. This acquisition strengthened Myriad’s portfolio in Women’s health, expanding its access to personalized genetic tests.
   

The direct-to-consumer genetic testing market research report includes in-depth coverage of the industry with estimates and forecast in terms of revenue in USD Million from 2021 - 2034 for the following segments:

Click here to Buy Section of this Report

Market, By Test Type

• Carrier screening
• Predictive testing
• Ancestry testing
• Nutrigenomic testing
• Pharmacogenomic testing
• Skincare testing
• Other test types

Market, By Technology

• Microarray-based testing
• Single-nucleotide polymorphism (SNP) chips
• Whole genome sequencing (WGS)
• Other technologies

Market, By Distribution Channel

• Online channels
• Over-the-counter (OTC)

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Spain
  • Italy
  • Netherlands
• Asia Pacific
  • China
  • Japan
  • India
  • Australia
  • South Korea 
• Latin America
  • Brazil
  • Mexico
  • Argentina 
• Middle East and Africa
  • Saudi Arabia
  • South Africa
  • UAE