Direct-to-Consumer Genetic Testing Market Report | Size & Share 2030

the direct-to-consumer genetic testing market size was valued at US$ 1,715.84 million in 2022 and is expected to reach US$ 7,191.68 million by 2030. It is estimated to register a CAGR of 19.6% from 2022 to 2030.

Market Insights and Analyst View:

Direct-to-consumer genetic testing is a rapidly growing segment in the healthcare industry. Attractive media and advertisements, such as the internet, printed layouts, radio, and television, widely lead to the popularity of direct-to-consumer genetics. In addition, the easy availability of test kits through stores and e-commerce platforms is leading the market's growth. Also, the entrance of many consumer genetic testing companies into the market enables direct-to-consumer genetic testing market growth. 

The growing awareness about direct-to-consumer genetic testing is creating opportunities for the growth of direct-to-consumer genetic testing market size. Further, the growing advancements in technology to provide genetic testing for homecare settings increases the demand for over-the-counter genetic testing. The increase in product launches is fueling the demand for advanced genetic testing kits. For instance, in July 2023, Quest Diagnostics launched a consumer-focused genetic test, Genetic Insights. The kit will utilize saliva to examine 36 genes and help analyze 24 potential inheritable conditions. 

Growth Drivers and Challenges:

The global burden of genetic diseases is increasing. According to an article published in 2022 by The Guardian, ~5% of the world's population is affected by sickle cell disease, and approximately 300,000 babies are born with sickle cell anemia worldwide every year. The World Health Organization estimates that 10 in 1,000 people are affected. This means 70 to 80 million people worldwide live with one of these diseases. In 2020, the Online Mendelian Inheritance in Man (OMIM) resource listed 6,594 diseases with known molecular genetic defects, comprising 4,225 genes. This number is continuously increasing to approximately 50–60 new genetic diseases annually, as per the Orphanet and OMIM databases. The NIH Undiagnosed Diseases Program and Network and the International Rare Diseases Research Consortium are a few initiatives further accelerating the discovery rate of novel genetic diseases.

According to the CDC, 1 in 500 African Americans are diagnosed with sickle cell disease, and the autosomal recessive mutation is carried by 1 in 12 African Americans. In 2021, according to the Sickle Cell Society, almost 15,000 people in the suffered from sickle cell disease, and nearly 270 babies were born with sickle cell disease each year in the UK. Furthermore, developing countries such as India are most affected by the disease. According to ETHealthWorld, in India, there are an estimated 18 million sickle cell trait (SCT) patients, and ~1.4 million patients have sickle cell disease (SCD). A dramatic increase in genetic disorders such as cystic fibrosis, sickle cell anemia, Alzheimer's disease (AD), and some cancers is expected to increase the demand for DTC genetic testing. According to the Alzheimer's Association, by 2023, nearly 6.7 million Americans aged 65 will have Alzheimer's-related dementia. Furthermore, the number is expected to rise to 13.8 million by 2060, with no breakthrough that either slows or cures the disease.

The incidence of genetic disorders in newborns is also increasing. According to the World Health Organization 2022 report, neural tube defects, Down syndrome, and heart defects are a few common severe congenital disabilities. According to the CDC, in the US, Down syndrome affects nearly 6,000 newborn babies yearly, one in 700 babies; and in India, every year, nearly 23,000 to 29,000 children, one in 831, have Down syndrome. According to the report titled "Neural tube defects: Different types and a brief overview of the neurulation process and its clinical implications," published in the Journal of Family Medicine and Primary Care in 2021, more than 300,000 cases of Neural tube defects (NTDs) are recorded worldwide each year. These factors are encouraging the introduction of genetic testing for inherited diseases.

Therefore, the increasing incidence of genetic disorders worldwide boosts the direct-to-consumer genetic testing market growth.

On the other hand, high costs and privacy concerns associated with direct-to-consumer genetic testing can hamper the market growth. Many manufacturers focus on product innovation and integrating next-generation technologies to introduce high-quality DTC testing, resulting in higher product prices. For example, according to MedlinePlus, depending on the test's complexity and the disease's severity, the cost of DTC genetic testing varies from US$ 100 to US$ 3,000. Therefore, the demand for genetic services in underdeveloped and developing regions can decline due to affordability problems.

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Direct-to-Consumer Genetic Testing Market: Strategic Insights

Market Size Value in	US$ 1,715.84 million in 2022
Market Size Value by	US$ 7,191.68 million by 2030
Growth rate	CAGR of 19.6% from 2022 to 2030
Forecast Period	2022-2030
Base Year	2022

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Report Segmentation and Scope:

The direct-to-consumer genetic testing market is segmented into test type, technology, and distribution channel. Based on test type, the market is subsegmented into ancestry testing, nutrigenomics testing, predictive testing, carrier testing, and others. Based on technology, the market is categorized into whole genome sequencing, single nucleotide polymorphism chips, targeted analysis, and others. In terms of distribution channel, the market is categorized into online and offline. Based on geography, the market is segmented into North America (the US, Canada, and Mexico), Europe (the UK, Germany, France, Italy, Spain, and the Rest of Europe), Asia Pacific (China, Japan, India, South Korea, Australia, and the Rest of Asia Pacific), the Middle East & Africa (the UAE, Saudi Arabia, South Africa, and the Rest of Middle East & Africa), and South & Central America (Brazil, Argentina, and the Rest of South & Central America).

Segmental Analysis:

Based on test type, the ancestry testing segment held the largest market share in 2022, whereas the predictive testing segment is anticipated to register the highest CAGR during 2022–2030.

Ancestry testing, also known as genealogical or genetic genealogy testing, is a prominent component of direct-to-consumer (DTC) genetic testing services. These tests aim to provide individuals with insights into their genetic heritage, ancestral origins, and connections to distant relatives. Ancestry tests analyze specific regions of an individual's DNA to estimate their ancestral origins. These regions are known as genetic markers, and they are compared to databases of DNA samples from various populations around the world. Ancestry tests typically provide ethnicity or ancestral origin estimates, breaking down a person's genetic heritage into percentages or regions. For example, a test might indicate that someone has 30% European, 40% African, and 30% Asian ancestry. Some ancestry tests may provide information about ancient migration patterns and the likely routes one's ancestors took as they moved across the globe.

Some companies offer specialized tests for tracing paternal (Y-DNA) and maternal (mitochondrial or mtDNA) lineages. These tests can provide insights into one's direct maternal and paternal ancestry.

Advanced ancestry tests can provide insights into deep ancestry, such as haplogroups, which are ancient genetic markers shared by groups of people with a common ancestor thousands of years ago. Many DTC genetic testing companies offer online tools and platforms for building family trees, connecting with relatives, and exploring one's genealogy.

Ancestry testing is often pursued for recreational and educational purposes. It can be an exciting way to learn about one's heritage and connect with a broader community of genealogists and DNA enthusiasts.

Direct-to-Consumer Genetic Testing Market, by Test Type – 2022 and 2030

Access Data

Based on distribution channel, the online segment held a larger market share in 2022, and it is anticipated to register a higher CAGR of 19.8% in the market during 2022–2030.

Regional Analysis:

Based on geography, the direct-to-consumer genetic testing market is segmented into North America, Europe, Asia Pacific, the Middle East & Africa, and South & Central America. North America accounts for a significant market share owing to the growing prevalence of genetic diseases, high spending on research and development, product approvals by the US Food and Drug Administration (FDA), and technological advances. The presence of large healthcare businesses and the growing use of direct-to-consumer genetic testing will continue to offer opportunities for market growth in the region during the forecast period. Further, the rising support from governments to address growing concerns about genetic diseases favors North America's direct-to-consumer genetic testing market progress. US held the largest market share in the North America direct-to-consumer genetic testing market. The FDA approved 23andMe's DTC genetic test in 2022 for a hereditary prostate cancer marker. Direct-to-consumer genetic testing has been gaining significant popularity in the US. According to the US National Institutes of Health (NIH), DTC genetic tests are marketed directly to consumers via television, print advertising, or the Internet. Thus, the increasing prevalence of genetic disorders, coupled with the rising adoption of advanced gene therapies to treat chronic diseases, drives the market in the US.

Moreover, Asia Pacific region is expected to witness fastest growth rate during the forecast period. The proliferation of the direct-to-consumer genetic testing market in Asia Pacific is attributed to the increasing need for superior treatment solutions, a rise in awareness of the early screening of genetic disorders, and the growing focus on research and development activities. Additionally, an upsurge in the R&D for genomics, a large pool of patients, and upgrades in healthcare infrastructure are projected to favor the growth of the direct-to-consumer genetic testing market in Asia Pacific during the forecast period.

Industry Developments and Future Opportunities:

Various initiatives by key direct-to-consumer genetic testing companies in the market are listed below:

1. In September 2023, 23andMe Holding Co. and Sickle Cell 101 joined forces to expand awareness of people's sickle cell carrier status. The collaboration will include DNA testing and access to 23andMe's Health + Ancestry Service for up to 1,000 eligible participants, and 23andMe will be providing monetary support to Sickle Cell 101 to support this effort.
2. In November 2022, Myriad Genetics, Inc. acquired Gateway Genomics, LLC, a personal genomics company and developer of consumer genetic tests, including the No. 1 selling SneakPeek Early Gender DNA Test. SneakPeek reveals a baby's gender at six weeks into pregnancy -- the only at-home test avilable for earliest method.
3. In August 2020, Ancestry launched the Ancestry Health powered by Next Generation Sequencing, which helps in understanding important developments in consumers' access to their health. The advanced testing technology behind Ancestry Health provides a complete and expanded set of health conditions, such as heart disease, breast cancer, colon cancer, and blood disorders, through genetic screening.

Competitive Landscape and Key Companies:

A few prominent DTC genetic testing companies operating in the market are Genesis Healthcare Co; Ancestry Genomics Inc; Color Health Inc; Helix Inc; Myriad Genetics, Inc; Living DNA Ltd; 23andMe Inc; Genetic Technologies Ltd; Gene By Gene Ltd, and Full Genomes Corp Inc. These companies focus on organic and inorganic strategies to meet the growing consumer demand worldwide and increase their product range in specialty portfolios. Their global presence allows them to serve a large set of customers, subsequently allowing them to expand their market share.