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Direct-to-Consumer (DTC) Genetic Testing Market Size By Test Type (Carrier Testing, Predictive Testing, Ancestry & Relationship Testing, Nutrigenomic Testing, Skincare Testing), By Technology (Targeted Analysis, Single Nucleotide Polymorphism (SNP) chips, Whole Genome Sequencing (WGS)), By Distribution Channel (Online Platforms, Over-the-Counter), Industry Analysis Report, Regional Outlook, Application Potential, Competitive Market Share & Forecast, 2023 – 2032

  • Report ID: GMI3033
  • Published Date: Jan 2023
  • Report Format: PDF

Industry Statistics

Direct-to-Consumer Genetic Testing Market size surpassed USD 3 billion in 2022 and is predicted to expand at over 11.5% CAGR from 2023-2032. Rising prevalence of genetic disorders will accelerate industry growth.

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A dramatic rise in the incidences of genetic disorders such as cystic fibrosis, Sickle cell disease, Alzheimer’s disease (AD), and some cancers is expected to proliferate the demand for DTC genetic tests. For instance, as per the 2022 report by the National Institute of Health (NIH), nearly 6.5 million people above 65 years of age in the U.S. have AD-related dementia and the patient pool is estimated to exceed 13.5 million by 2060 in case of a dearth in medical breakthroughs.

The increasing focus on customized healthcare solutions has fostered the substantial demand for personalized DTC genetic tests, particularly across developing countries with burgeoning medical needs. Additionally, leading industry players are implementing strategic deals to provide modern testing services on online platforms with improved accessibility. For instance, in October 2021, 23andMe announced plans to acquire Lemonaid Health, a virtual healthcare, and pharmacy platform to combine personalized genetics services and primary care.

High pricing model of DTC kits may impede product demand

High costs associated with DTC genetic testing services could hamper the direct-to-consumer genetic testing market outlook. A large number of manufacturers are focusing on product innovations and integration of next-generation technologies to introduce high-end DTC tests, leading to higher product pricing. For instance, based on the complexity of the test and severity of the disease, the cost of DTC genetic tests varies from USD 100 to USD 3,000. Hence, the demand for genetic services across underdeveloped and developing regions could potentially reduce with affordability issues.

Rising interest in predictive testing for reduced mortality rate to boost industry trends

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Predictive testing held more than 19% share of the DTC genetic testing market in 2022. The ongoing advancements and upgrades of platforms to enhance the efficiency of genome analysis procedures are expected to boost the adoption of predictive testing solutions. Increasing focus on reducing the healthcare burden of rare genetic disorders is fueling the need for presymptomatic testing to effectively assess and prevent future complications, thus curbing the rising mortality rates. Furthermore, the rapid integration of technologies such as machine learning, and artificial intelligence will boost the product development.

Emergence of at-home healthcare trends to consolidate consumer preference for OTC genetic testing kits

Direct-to-Consumer Genetic Testing Market Share, By Distribution Channel, 2022 (%)


Global market share (%), 2022

Online Platforms




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In terms of revenue, the direct-to-consumer genetic testing market share from the over-the-counter (OTC) segment is estimated to reach over USD 2 billion by the end of 2032. The growing preference for OTC products and the optimum availability of an extensive range of DTC consumer genetic testing kits will augment the industry outlook. OTC drugs and tests are more affordable, convenient, and relatively less complex. OTC DNA tests are attracting numerous consumers as they help inform individuals of risks associated with inherited conditions and predict potential disorders based on family history. Furthermore, the emergence of the COVID-19 pandemic strongly emphasized the need for at-home kits, propelling the industry expansion.

Higher adoption of SNP chips in cancer research initiatives to drive preference for DTC genetic tests

direct-to-consumer genetic testing market from the single nucleotide polymorphism (SNP) chips technology segment is anticipated to exhibit over 12% CAGR between 2023-2032. SNP chips are witnessing a significant surge in demand with the incessant need for technologically advanced and more sophisticated DTC genetic tests through superior accuracy and efficiency. A high preference for SNP chips can be attributed to their ability to measure both dosage changes and DNA polymorphism along with different applications, such as SNP microarray analysis required in cancer research. The increasing need to minimize errors in DTC genetic tests is anticipated to stir the deployment of SNP technology, complimenting the industry growth.

Strong presence of favorable healthcare initiatives and policies to outline Europe market trends

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Europe DTC genetic testing market size is poised to surpass USD 2.7 billion by 2032 owing to the surging number of patients suffering from rare chronic illnesses and the subsequently reduced quality of life. As a result, several EU bodies are implementing ambitious strategies to curb the mortality rate and improve care for patients with rare genetic conditions, offering lucrative business prospects for DTC genetic testing providers in the region.

New product launches to foster competitive landscape

Some of the leading companies in the global direct-to-consumer genetic testing market include Full Genome Corporation Inc., 23andMe, Inc., Ancestry, Counsyl, Gene by Gene, Easy DNA, Helix OpCo LLC, Living DNA Ltd., Karmagenes SA, Mapmygenome, Pathway genomics, Identigene, Genesis Healthcare Co., The SkinDNA Company Pty Ltd, MyHeritage, Ambry Genetics, DNA Genotek Inc, Dante Lab, Blueprint Genetics Oy, DNA Diagnostic Center, and HomeDNA. These participants are focusing on the development of novel products to strengthen their business identity.

Impact of the COVID-19 pandemic on the DTC genetic testing market statistics

The COVID-19 pandemic positively influenced the DTC genetic testing market with booming telehealth and telemedicine trends. It radically transformed traditional healthcare operations, driving patient inclination towards online consultation services. DTC genetic tests (DTC-GT) gained momentum allowing patients to understand their genetic profiles without any need for physician intervention.

Moreover, the introduction of strict lockdown restrictions and social distancing norms deployed to curb the spread of the virus prompted patients to adopt digital health alternatives to address their medical and therapeutic needs. The growing popularity of e-pharmacy and online drug stores also complemented the industry outlook.

The direct-to-consumer genetic testing market research report includes an in-depth coverage of the industry with estimates & forecast in terms of revenue in USD from 2018 to 2032, for the following segments:

By Test Type

  • Carrier testing
  • Predictive testing
  • Ancestry & relationship testing
  • Nutrigenomic testing
  • Skincare testing
  • Others

By Technology

  • Targeted analysis
  • Single nucleotide polymorphism (SNP) chips
  • Whole genome sequencing [WGS]

By Distribution Channel

  • Online platforms
  • Over-the-counter

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
    • Thailand
    • Singapore 
  • Latin America
    • Brazil
    • Mexico
    • Argentina
    • Chile
  • Middle East & Africa
    • South Africa
    • Saudi Arabia
    • UAE
    • Turkey


Authors: Sumant Ugalmugle, Rupali Swain

Frequently Asked Questions (FAQ) :

Global DTC genetic testing market was worth more than USD 3 billion in 2022 and is expected to witness over 11.5% CAGR from 2023-2032.
Single nucleotide polymorphism (SNP) chips is anticipated to exhibit over 12% CAGR over 2032 driven by their ability to improve the accuracy and efficiency of advanced DTC tests.
Europe DTC genetic testing market size is slated to reach over USD 2.7 billion by 2032 led by the presence of favorable initiatives catering to patients with rare disorders.
Ancestry, Counsyl, Easy DNA, Karmagenes SA, Mapmygenome, Identigene, MyHeritage, Dante Lab, and HomeDNA are some of the major companies in the market.

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Premium Report Details

  • Base Year: 2022
  • Companies covered: 21
  • Tables & Figures: 316
  • Countries covered: 23
  • Pages: 190
  • Upcoming Report: Details can be customized to meet your information and data needs. Feel free to share your detailed research requirements via this form.

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