Direct-To-Consumer (DTC) Genetic Testing Market Size By Test Type (Carrier Testing, Predictive Testing, Ancestry & Relationship Testing, Nutrigenomics Testing), By Distribution Channel (Online Platforms, Over-the-Counter), By Technology (Targeted Analysis, Single Nucleotide Polymorphism (SNP) Chips, Whole Genome Sequencing (WGS)), Industry Analysis Report, Regional Outlook, Application Potential, Price Trends, Competitive Market Share & Forecast, 2020 – 2028

Industry trends

Direct-To-Consumer Genetic Testing Market size exceeded USD 1 billion in 2019 and is set to grow at around 12.8% CAGR between 2020 and 2028. Genetic testing refers to medical tests that analyze changes in genes, chromosomes, or proteins to rule out a suspected genetic condition or help to determine an individual’s chance of developing one. Direct-to-consumer genetic testing is a way of providing genetic tests to consumers with zero or partial involvement of an independent healthcare provider. Direct-to-consumer genetic testing kits are marketed directly to consumers via the internet or printed advertisements. The tests are bought either through online or in-store distribution channel.
 

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Over the past decade, technological advancements have enabled researchers and medical professionals to decode and make sense of the information contained in human genes at lower cost. This has enabled development of wide verity of direct-to-consumer genetic tests.
 

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Rising public awareness regarding direct-to-consumer genetic testing will surge the market growth

Growing awareness among general people about the availability of direct-to-consumer genetic tests in developed as well as developing nations will fuel the market growth over the projected timeline. Notable industry participants such as 23andMe, and Ancestry have channelled their focus on developing superior quality direct-to-consumer genetic testing solutions. These tests ensure to provide efficient and accurate genetic test results.
 

Moreover, companies such as 23andMe has taken special marketing efforts to promote their direct-to-consumer genetic tests via retail pharmacies and online channels. The companies also tend to market their products with promotional offers and festive discounts. Also, the consumers are readily driven towards buying direct-to-consumer genetic testing kits due to self-curiosity as they get access to information beyond personalized insights and to patterns of family’s historic migration.
 

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Increasing usage of genetic data across the healthcare sector will provide lucrative market growth opportunities

The direct-to-consumer genetic testing market, based on test type, is classified into predictive testing, carrier testing, nutrigenomic testing, ancestry & relationship testing and others. The ancestry & relationship testing market segment accounted for over USD 460 million market value in 2019, owing to the growing demand for ancestry tests. The ease of access to direct-to-consumer genetic testing and the curiosity of consumers to unite with their living relatives across the different parts of the world, is anticipated to boost the segment growth.  
 

Increasing awareness regarding the ethnicity tests amongst the Americans and Europeans has increased the demand for direct-to-consumer genetic testing. Ancestry and relationship tests are now approved in majority of European and Asian markets. These tests also support to gain access to diseases’ history running in family to make pre-informed health decisions.
 

Increasing technological advances will propel the DTC genetic testing market growth

Single nucleotide polymorphism (SNP) chips market accounted for around USD 538 million market value in 2019. The extensive use of SNP chips in determining the genome sequence is anticipated to drive the segmental growth. The market, based on technology, is segmented into, single nucleotide polymorphism (SNP) chips, targeted analysis, and whole genome sequencing (WGS).
 

SNP chips specifically detect changes in single letter that further increases the efficiency of tests. Various direct-to-consumer genetic testing providers such as Color Genomics and Ancestry utilize SNP arrays that analyze genetic codes at a unique resolution and uncovers precise information about the altered genes that may cause certain ailments in future. Increasing use of SNP chips for their precise and effective output will boost the segmental growth.
 

Benefits of online purchasing will drive the online platform segment growth

DTC genetic testing market based on distribution channel is bifurcated into online platforms, and over-the-counter. The market is driven by the online platform segment and it accounted for over 13% CAGR during the forecast period. The growth of this segment is attributed to the growing internet use and increasing awareness among the consumers regarding their health and wellness.  
 

Companies offering direct-to-consumer genetic testing kits are preferring online channels to market their products. This allows them to reach to a wide customer base across the globe. Also, online channels enable consumers to leaf through a wide range of company’s product offerings. Thus, ease of doing business through online channels will boost the segmental growth.
 

Elevated level of disposal income in North America proves beneficial for the direct-to-consumer genetic testing industry

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North America DTC genetic testing market held substantial revenue share in 2019 and will witness around 12% CAGR during the analysis period. Regional growth is primarily attributed to changing outlook of consumers towards genetic testing and increasing expenditure. The ample amount of disposable income allows consumers to spend more on direct-to-consumer genetic testing such as ancestral and nutrigenomics tests, thereby propelling the regional growth.  
 

Moreover, presence of major industry players in the region and increasing technological advancements will boost the regional market growth. Increasing prevalence of genetic diseases is another factor that positively impacts the direct-to-consumer genetic testing market.
 

Prominent industry players operating in direct-to-consumer genetic testing focus on delivering multiple services to sustain market competition

Some of the prominent market participants operating in the DTC genetic testing market share include Ancestry, Color Genomics, Easy DNA, FamilytreeDNA (Gene By Gene), Full Genome Corporation, Helix OpCo LLC, Identigene, Karmagenes, Living DNA, Mapmygenome, MyHeritage, Pathway genomics, Genesis Healthcare, and 23andMe. The eminent market participants strategically implement various organic and inorganic business strategies to garner more revenue share and sustain market competition.
 

Some of the recent industry developments:

• In July 2018, 23andme collaborated with GlaxoSmithKline (GSK). This collaboration enabled the company to discover therapeutics to further treat genetic diseases, that eventually expanded company’s share in the direct-to-consumer genetic testing.
   
• In November 2018, Helix announced launch of its new product, DNA discovery kit, that allows customer to explore about their ancestry. This development has expanded company’s product portfolio, thereby increasing firm’s market share.
   

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 2015 to 2028, for the following segments:
 

By Test Type

• Carrier testing
• Predictive testing
• Ancestry & Relationship Testing
• Nutrigenomic 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
  • Italy
  • Spain
• Asia Pacific
  • Japan
  • China
  • India
  • Australia
  • South Korea
• Latin America
  • Brazil
  • Mexico
• Middle East & Africa
  • South Africa
  • Saudi Arabia