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

U.S. Direct-to-Consumer Genetic Testing Market Size

The U.S. direct-to-consumer genetic testing market was valued at USD 1.9 billion in 2024. The market is expected to grow from USD 2 billion in 2025 to USD 4.3 billion in 2034, at a CAGR of 8.6%. The market is experiencing significant growth driven by the increasing consumer demand for personalized health and wellness coupled with preference for convenient home-test service regardless of lab visits. As growing trend among U.S. population towards health-awareness and understanding of genetic dispositions to various health conditions, nutrition, fitness and lifestyle factors has boost the demand for advanced genetic testing services in the country.
 

As genetic testing facilitates consumers accessing personalized health reports and related ancestry, disease risk, carrier status and body’s response towards certain nutrition, diets or other environmental factors has propelled the need for advanced direct-to-consumer (DTC) genetic tests. In addition, reliability in compliance assists customers in having confidence in the test’s results, thus propelling growth in the market. For instance, the U.S. Food and Drug Administration (FDA) granted marketing approval to 23andMe Personal Genome Service Pharmacogenetic Reports test as a test for reporting a patient’s possible ability to metabolize certain drugs. The FDA is approving the test for 33 variants for several genes. This increased Americans’ trust in DTC genetic testing companies. Furthermore, the availability of genetic tests through online channels and their convenience for home-testing further contributes to market growth. Therefore, these factors collectively anticipate driving the DTC genetic testing demand in U.S. in coming years.
 

Direct-to-consumer (DTC) genetic testing pertains to the sale of genetic tests to consumers without the intermediary of a healthcare professional. Such tests give information about ancestry, health risks, certain traits and other relevant genes. The tests involve the collection of a saliva sample or a cheek swab for analysis. The findings are disseminated directly to the clients using online portals which provide analytical feedback on their genetics, health metrics, predispositions, and other relevant biological information that enables the users make informed decisions regarding their lifestyle or wellness practices.
 

U.S. Direct-to-Consumer Genetic Testing Market Trends

Growing advancement in genomic sequencing technology fuels the demand for DTC genetic testing in U.S.
 

• The development of advanced technologies, implying DTC-genetic testing including next-generation sequencing (NGS) technologies has revolutionized genetic testing through its capability of rapid sequencing of millions of DNA fragments, cost-effectiveness, and ease of accessibility to the consumers.
   
• In addition, advanced technologies also offer detailed insights into individual’s genetic profile, beyond the common variations like SNP through whole genome sequencing (WGS).
   
• Moreover, reduction in sequencing costs due to technological advancement has made genetic testing more affordable, democratizing access to genomic information. The price drop has more consumers are inclining to DTC genetic testing driving market expansion.
   
• 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 million 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 its position in the industry.
   
• In addition, increasing consumers demand for personalized health and wellness insights, expanding in DTC test accessibility, and growing awareness for genetic predisposition further fuel the market.
   

Moreover, the growing concern towards data privacy and security, stringent regulatory challenges and misinterpretation of results further limit the adoption of these tests to restrain the growth of the market.
 

U.S. Direct-to-Consumer Genetic Testing Market Analysis

Based on the test type, the market is segmented into carrier testing, predictive testing, ancestry testing, nutrigenomic testing, pharmacogenomic testing, skincare testing and other test types. The ancestry testing segment holds the largest market revenue in 2024 and is expected to witness its prominence throughout the forecast period at a CAGR of 8.5%.
 

• The growing need of consumers to comprehend their ancestry, heritage, and ethnicity has strengthened ancestry segment demand in the market.
   
• Several key companies including Ancestry, Myriad and HomeDNA, are capitalizing in this sector through strategic promotional marketing, affordable offerings, and easy-to-use home testing kits along with comprehensive ancestry reports to penetrate in the competitive market.
   
• Moreover, ancestry testing is becoming more popular as incremental integration with genealogy tools enhances user connectivity with their families.
   
• In addition, segment leadership of the psychologic aspects of learning one's ancestry identity is further propelled by technology advancement in genetic analysis with improvement in data processing and expanding biometrical databases.
   

Based on the technology, the U.S. 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% in 2024.
 

• SNP analyzes genetic variation, widely used for ancestry testing, health risks assessment, fitness and wellness insights making it one of the preferred technologies.
   
• The advantages of SNP over other technologies have grown popularity in the market. Some advantages such as cost-effectiveness, scalability and capability to provide mass details into genetic predisposition and ancestry have further strengthened its popularity.
   
• The prominence of SNP is further driven by growing advancement in genotyping technologies and its adoption of user-friendly platforms that facilitate simplifying genetic data interpretation and solidifying its leadership in the U.S DTC genetic testing market.
   

Based on the distribution channel, the global market is categorized into online channels and over-the-counter (OTC). The online channels segment is expected to witness high growth to reach USD 3.5 billion by 2034.
 

• The online channels gained popularity due to their convenience, accessibility, ease of availability and an opportunity for home-test services, solidifying their prominence in the market.
   
• Various companies including Ancestry, 23andMe, and MyHeritage are to improve customer engagement through the promotion of their testing kits services which come with supporting personalized reports that are increasingly gaining popularity in the market.
   
• Moreover, greater inclination towards direct purchase methods bolstered by attractive offers and discounts also drives the consumers preference towards the online channels.
   
• Thus, this shift, along with the rapid growth of online consumer services, has strengthened the segment’s position in the market.
   

U.S. Direct-to-Consumer Genetic Testing Market Share

The top 5 players in the market accounted for ~55% of market share. Key players such as Natera, Ancestry, MyHeritage, Myriad, and Helix gained significant market share primely dominating by focusing on innovations, consumer-friendly platforms and expanding marketing strategies. For example, Ancestry excels its genealogy and ancestry testing services supported with massive historical records and genetic databases, coupled with strong recognition in ancestry services.
 

While some players such as MyHeritage, Home DNA, and Living DNA are focused on offering affordable solutions in genetic testing. Furthermore, the market also comprises clinical focused companies like Natera, Quest Diagnostics, Helix, Fulgent Genetics that primarily target the healthcare applications catering the DTC consumers with wellness-related genetic testing services. Therefore, the competitive scenario in the market is driven by consumers preference for cost-effective, accessible and insightful genetic test services. Thus, to cater these requirement companies are actively focusing on technology advancement, partnerships and branding with an aim to maintain their position in the competitive landscape of genetic testing for direct-to-consumer sector.
 

U.S. Direct-to-Consumer Genetic Testing Market Companies

Few of the prominent players operating in the U.S. direct-to-consumer genetic testing industry include:

• 23andMe
• Ancestry
• Blueprint Genetics
• Dante Lab
• DNA Genotek
• Easy DNA
• Family Tree DNA (Gene By Gene)
• Full Genome
• Genesis Healthcare
• Helix
• HomeDNA
• Identigene
• Living DNA
• MyHeritage
• Pathway genomics
• Tempus AI
• The SkinDNA Company

• Ancestry provides the world’s 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 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 use-friendly platform emphasizes worldwide family connections and data privacy.
   
• Helix employs an Exome+ sequencing strategy which is more than 100 times additional data than what is gathered in standard genotyping tests. It collaborates with various health systems along with researchers to deliver actionable healthcare outcomes such as hereditary risk evaluations and wellness traits.
   

U.S. Direct-to-Consumer Genetic Testing Industry News

• In November 2024, Tempus AI acquired Ambry Genetics allowing Tempus to access Ambry’s extensive product offering and expand its application in hereditary cancer screening. This strategic agreement is aimed at broadening Tempus’s genomic business and accelerating growth in the market.
   
• 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 the 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 Myriads portfolio in Women’s health expanding its access to personalized genetic tests.
   
• In July 2022, Nucleus Genomics raised USD 14 million funding led by Alexis Ohanian’s Seven Seven Six. This funding is directed towards building an innovative DTC genetic testing platform that facilitates genetic insights for innovative genetic risk and disposition score analysis on several diseases and traits by leveraging advanced WGS technology. Thus, this funding aimed to support the advancing genetic testing service to the consumers
   

The U.S. 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:

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Market, By Test Type

• Carrier testing
• 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)