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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, Growth Potential, Covid-19 Impact Analysis, Competitive Market Share & Forecast, 2022 – 2028

  • Report ID: GMI3033
  • Published Date: Apr 2022
  • Report Format: PDF

Industry Overview

Direct-to-Consumer Genetic Testing Market size surpassed USD 1.4 billion in 2021 and is expected to witness 15.3% CAGR from 2022 to 2028. Growing prevalence of rare genetic diseases is expected to drive the market growth. Rising demand for personalized care for genetic services as well as rising public awareness across the globe are expected to facilitate the market progression.

Direct-to-Consumer Genetic Testing Market

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The DTC genetic testing industry is fragmented in nature with few dominant players and other small start-up companies providing superior quality DTC tests at lower costs that will resolve affordability issues and impact the market growth positively. COVID-19 pandemic positively impacted direct-to-consumer genetic testing market. As, amid pandemic, technology improvements have paved ways for new business opportunities in direct-to-consumer genetic testing. The rapid expansion of the direct-to-consumer genetic testing is aided by the rise in the frequency of chronic diseases and the introduction of personalized testing kits for niche therapeutic areas. Such adaptation and change in services have increased the demand for such kits. Also, availability of these kits on online platform services will also positively influence the market statistics.

Direct-to-consumer genetic testing provides individual’s genetic information without involvement of any medical provider or health insurance company. Consumers can send the company their DNA sample and directly receive results. Direct-to-consumer genetic testing promotes awareness of various genetic disorders that helps in making predictions about health, provides data on common traits, and ancestry information among others. DTC genetic testing is easy-to-use, cost-effective, and gives assured results in less time. Such scenarios will positively promote the market expansion.

Rising demand for personalized direct-to-consumer genetic testing services will boost the market expansion

Increasing demand for personalized direct-to-consumer genetic tests will promote the market growth as customers are willing to pay for the identification and addressing of specific needs. Surging popularity of pharmacogenetics will also positively promote the direct-to-consumer genetic testing industry statistics. As pharmacogenetics is the well-known example of gene-based personalization, where genetic polymorphisms dictate the selection of medicinal treatment that favors the business momentum. Moreover, the evaluation and regulation of personalized tests are based on consumer’s understanding. The service provider offers descriptive information regarding analytical validity, and clinical validity of the tests that surges its industry demand.

Further, these personalized tests are less expensive than the traditional genetic tests. Also, with simple and noninvasive methods, results of personalized direct-to-consumer genetic test can be quickly obtained. Such aforementioned factors will propel the overall market share.

Increasing usage of genetic information across the healthcare industry will augment the market progress

Global Direct-to-Consumer Genetic Testing Market, By Test Type

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Based on test-type, the direct-to-consumer genetic testing market is categorized into ancestry & relationship testing, carrier testing, nutrigenomic testing, predictive testing, and skincare testing. The ancestry & relationship testing segment accounted for around 40% market share in 2021 as in recent years, costs for genetic ancestry tests have dropped that has surged its demand. Also, interest in ancestry tests has grown dramatically in developed nations including the U.S that enhances the segmental momentum.

Ancestry testing is commonly known as genetic genealogy that allow people in knowing their family history from historical documentation. By examining DNA variations, it provides clues of an individual’s ancestors among people of similar background. For instance, FamilyTreeDNA provides Family Finder DNA tests to find DNA matches and find family connections. This also helps in comparing DNA to DNA from archeological dig sites in finding ancestry history. As a result, the ancestry & relationship testing are in higher demand that will further augment the overall market size.

Increasing adaption of whole genome sequencing will favor the segmental demand

Global Direct-to-Consumer Genetic Testing Market, By Technology

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By technology, the direct-to-consumer genetic testing market is fragmented into whole genome sequencing (WGS), targeted analysis, and single nucleotide polymorphism (SNP) chips. Among them, the whole genome sequencing segment accounted for around USD 212 million revenue size in 2021. Whole genome sequencing is one of the methods for analyzing entire genomes. This technology provides a high-resolution for genomic selection and helps in identifying chromosomal regions associated with genetic effects on different traits.

In addition, it also captures small and large variants, identifies causative variants, and delivers huge volumes of data in a short period of time. Whole genome sequencing is mainly used for detecting various types of diseases, pharmacogenomics and drug trials, family genetic diseases as well as rare tumor types. Such varied applications foster the demand of whole genome sequencing method. Therefore, the above-mentioned aspects will propel the overall market trends.

Growing preference for online platform will accelerate the industry progression

Based on distribution, the direct-to-consumer genetic testing industry is bifurcated into online platforms and over-the-counter. The online platforms segment is projected to witness over 15.5% CAGR through 2028 owing to the growing adoption of healthcare applications and rising internet usage. Moreover, online channels allow customers to browse a wide range of a company's product offerings. As a result, the ease of conducting business through online platforms will drive the industry landscape.

Furthermore, companies selling direct-to-consumer genetic testing kits prefer online channels because they allow them to reach a global customer base that contribute towards the market progression.

Increasing awareness regarding direct-to-consumer genetic tests in North America will stimulate the market outlook

North America Direct-to-Consumer Genetic Testing Market, By Country

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North America industry captured over 39% market share in 2021 and is poised to grow substantially during the forthcoming years. High regional growth in the U.S. and Canada is attributed to rising public awareness related to direct-to-consumer genetic tests. Moreover, increasing use of internet among residencies in dense regions of the country will positively improve the market expansion.

Similarly, streamlined regulatory process in the region will promote the market growth. For instance, Food and Drug Administration streamlines regulations and ensure that tests are analytically and clinically valid without involvement of healthcare mediator. All these factors surge the demand for direct-to-consumer genetic testing.

Innovative strategies undertaken by key market players will upsurge several growth opportunities

Some of the key market players operating in the direct-to-consumer genetic testing industry include 23andMe, Inc., Ancestry, Color Genomics, EasyDNA, Family Tree DNA, Full Genome Corporation Inc., Helix OpCo LLC, Karmagenes SA, Living DNA Ltd., Mapmygenome, Identigene, Pathway genomics, Genesis Healthcare Co., MyHeritage, 24 Genetics, The SkinDNA Company Pty Ltd, DNA Forensics Laboratory Pvt. Ltd., and DNA Diagnostic Center.  These industry participants are implementing various growth strategies with continued innovations and technology improvements to sustain market competition in direct-to-consumer genetic testing market.

Some of the recent industry developments:

  • In April 2019, Living DNA updated its ancestry platform to provide more intuitive results with new features. This launch helped to improve the company’s product portfolio.
  • In February 2019, Maymygenome partnered with Lucid Diagnostics to upgrade preventive and personalized cancer care by combining genomics and pathology lab services. This strategic move strengthened the market position of the company.

The direct-to-consumer (DTC) genetic testing market research report include an in-depth coverage of the industry with estimates & forecast in terms of revenue in USD from 2017 to 2028, for the following segments:

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 platform
  • 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
    • South Korea
    • Australia 
  • Latin America 
    • Brazil
    • Mexico
    • Argentina 
  • Middle East & Africa 
    • Saudi Arabia
    • South Africa
    • UAE   


Authors: Sumant Ugalmugle, Rupali Swain

Frequently Asked Questions (FAQ) :

Global market for direct-to-consumer genetic testing exceeded USD 1.4 billion in 2021 and is anticipated to grow at a CAGR of 15.3% between 2022 and 2028 owing to the rising prevalence of rare genetic diseases.

The market revenue from ancestry & relationship testing crossed 40% of the total industry value in 2021 and is anticipated to grow on account of the increasing product demand in developed nations.

North America market for direct-to-consumer genetic testing captured more than 39% of the overall industry revenue in 2021 and is set to grow on account of increasing public awareness in Canada and the U.S.

Key players in the direct-to-consumer genetic testing industry are EasyDNA, Helix Opco LLC, Full Genome Corporation Inc., MyHeritage, Family Tree DNA, DNA Forensics Laboratory Pvt. Ltd., and others.

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Premium Report Details

  • Base Year: 2021
  • Companies covered: 18
  • Tables & Figures: 267
  • Countries covered: 18
  • Pages: 190

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