The global consumer genomics market size was valued at USD 1.9 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 19.4% from 2021 to 2028. The Direct-to-Consumer (DTC) testing market has significantly grown in the past few years due to the growing interest of consumers and healthcare providers in personalized genetic analysis. This is majorly due to the growing concerns pertaining to sedentary lifestyles and poor diet-related illness among the global population.
Customers and physicians are adopting genealogy services to gain knowledge about their ancestors and to locate family members. The consumer gene testing companies are undertaking strategic initiatives to grow awareness among consumers about genealogy testing. This, in turn, has eventually developed genealogy testing, one of the key applications of the consumer genomics field, to capture the wide interest of clinicians and customers. This rise in awareness related to genealogy testing has resulted in the increased adoption of consumer genomics.
A rise in the adoption of consumer genomics for COVID-19 research is anticipated to drive the market. In April 2020, AncestryDNA announced to use its consumer genomics database (with the patient’s consent) to explore potential genetic cues for COVID-19. In July 2020, the study announced that the IVNS1ABP gene region in males is associated with COVID-19 susceptibility. This also explained the harsh effects of the viral disease in males as compared to females.
Expansion of the application areas of DTC genetic tests is a high-impact rendering market driver. Genetic testing involves a wide range of services such as data security, identification of ancestors, race, and the nature of family, which increases its usage in clinical practices. Thus, the adoption of genetic testing is increasing. In addition, robust consumer genetics tests are used in clinical, genealogical, and forensic areas. A large number of companies are offering DTC tests that could be implemented in ongoing research, sports, nutrition, and other fields.
Companies such as 23andMe, bio.logis Genetic Information Management (GIM) GmbH and DNA Testing Centers of Canada deliver carrier screening tests kits in clinical settings. Similarly, My Gene Diet, Smart DNA, and Halo Health International offer tailored diet services and food plans. The trend of DTC personalized genomic testing is continuously rising due to the low cost of different tests ranging from USD 99 to over USD 2000.
Furthermore, it does not require the involvement of a healthcare provider. In addition, direct access to DTC genomic test results will empower users to gain knowledge about themselves and assist them in making proactive decisions, such as behavioral change and lifestyle. Thus, these factors have led to the adoption of DTC personalized genomics. The rapid growth of the genetic testing industry has also resulted in a higher number of customers opting for online genetic testing.
The genetic relatedness segment led the market for consumer genomics and accounted for the largest revenue share of 19.9% in 2020. This area involves the most common type of paternal testing. The rise in the adoption of paternity testing, maternity testing, and prenatal paternity testing is driving the segment. Paternity testing kits can be easily ordered online; however, these tests are not legal. Conversely, several customers are adopting DTC genetic testing to gain information about their hereditary traits and identify unknown relatives and long-distant cousins.
Companies such as FamilyTree DNA; AncestryDNA; 23andMe, Inc.; and MyHeritage offer several paternal and maternal tests. These tests help gather information about genetic relations and ancestry at a low cost. DTC tests are considered powerful tools for identifying similar inheritance patterns among individuals and tracing relatives back to known people. Test Country, Gensys, Genetic Profiles, and many other companies offer the most common type of paternal testing. Some of the companies also offer non-consensual (infidelity) testing along with paternal testing.
The lifestyle, wellness, and nutrition segment are expected to register the fastest CAGR over the forecast period. Several companies such as My Gene Diet (Natures Remedies Ltd), Pathway Genomics, Helix, and Toolbox Genomics offer nutrigenetic testing services that include tests related to fitness, diet, wellness, and nutrition plans. Some of these companies are also engaged in offering customized services related to diet, meals, and food supplement plans. Nutrition and lifestyle-based genetic tests are considered promising and are widely available for assisting with diet and lifestyle plans.
North America dominated the consumer genomics market and accounted for the largest revenue share of 46.0% in 2020. This can be attributed to the early commercialization of genomics in North America as well as the presence of a substantial number of key players dealing with DTC tests. The local presence of key players operating in the DTC sector, as well as high awareness about at-home testing among the U.S. population, marks the dominant position of the U.S. in the market for consumer genomics.
In Canada, the market for consumer genomics is expected to witness high growth during the forecast period. However, wide-scale gene mapping projects are still in progress in Canada, and the lack of proper regulatory reforms for DTC test companies and laboratories limits the penetration of these products in the Canadian market. However, a rapid rise in research pertaining to genomics is anticipated to boost the healthcare sector and consumer services in Canada.
An increase in government initiatives to strengthen genomics projects in Canada is expected to further raise Canada’s expertise in the field of DTC genetics. The Canadian Medical Association (CMA) supports public knowledge and education and helps increase patient awareness about potential advantages and limitations pertaining to DTC genetic testing. Moreover, CMA is engaged in training healthcare providers to keep them abreast with the rapid changes in molecular genetics.
In Asia Pacific, the market for consumer genomics exhibits high growth potential due to increasing awareness related to DTC genetics and the availability of funding for long-term research initiatives. The entry of new market participants also boosts the regional market growth. For instance, Prenetics Limited is a consumer genomics company based in Hong Kong and markets its offerings in the East and Southeast Asian markets. Similarly, Xcode Life is an India-based consumer genomics company targeting the Indian market.
Prominent market players have adopted strategic initiatives to establish their market presence through acquisitions, product launches, and other strategies. In August 2020, Ancestry launched the AncestryHealth program based on Next Generation Sequencing (NGS). The company also offers several other projects such as Family Tree DNA, and National Geographic's Genographic Project that provide ancestry-based tests related to maternity, paternity, sibling, and grandparent identification. Some of the prominent players in the global consumer genomics market include:
Ancestry
Gene By Gene, Ltd. (FamilyTree DNA)
23andMe, Inc.
Color Genomics, Inc.
Myriad Genetics, Inc.
Mapmygenome
Positive Biosciences, Ltd.
Futura Genetics
Helix OpCo LLC
MyHeritage Ltd.
Pathway Genomics
Veritas
Amgen, Inc.
Xcode Life
Diagnomics, Inc.
Toolbox Genomics
SomaLogic, Inc.
Inui Health (formerly Scanadu)
AgeCurve
QuickCheck Health
Biomeb
Metabolomic Discoveries GmbH
Illumina, Inc.
Report Attribute |
Details |
Market size value in 2021 |
USD 2.4 billion |
Revenue forecast in 2028 |
USD 8.1 billion |
Growth Rate |
CAGR of 19.4% from 2021 to 2028 |
Base year for estimation |
2020 |
Historical data |
2017 - 2019 |
Forecast period |
2021 - 2028 |
Quantitative units |
Revenue in USD million and CAGR from 2021 to 2028 |
Report coverage |
Revenue forecast, company ranking, competitive landscape, growth factors, and trends |
Segments covered |
Application, region |
Regional scope |
North America; Europe; Asia Pacific; Latin America; Middle East & Africa |
Country scope |
U.S.; Canada; Germany; France; U.K.; Italy; Spain; China; Japan; India; Australia; Singapore; Brazil; Mexico; South Africa; Saudi Arabia |
Key companies profiled |
Ancestry; Gene By Gene, Ltd. (FamilyTree DNA); 23andMe, Inc.; Color Genomics, Inc; Myriad Genetics, Inc; Mapmygenome; Positive Biosciences, Ltd; Futura Genetics; Helix OpCo LLC; MyHeritage Ltd.; Pathway Genomics; Veritas; Amgen, Inc.; Xcode Life; Diagnomics, Inc.; Toolbox Genomics; SomaLogic, Inc.; Inui Health (formerly Scanadu); AgeCurve; QuickCheck Health; Biomeb; Metabolomic Discoveries GmbH; Illumina, Inc. |
Customization scope |
Free report customization (equivalent up to 8 analyst’s working days) with purchase. Addition or alteration to country, regional & segment scope. |
Pricing and purchase options |
Avail customized purchase options to meet your exact research needs. Explore purchase options |
This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2028. For the purpose of this study, Grand View Research has segmented the global consumer genomics market report on the basis of application and region:
Application Outlook (Revenue, USD Million, 2017 - 2028)
Genetic Relatedness
Diagnostics
Lifestyle, Wellness, & Nutrition
Ancestry
Reproductive Health
Personalized Medicine & Pharmacogenetic testing
Sports Nutrition & Health
Others
Regional Outlook (Revenue, USD Million, 2017 - 2028)
North America
U.S.
Canada
Europe
Germany
France
U.K.
Italy
Asia Pacific
Japan
China
Australia
India
Singapore
Latin America
Brazil
Mexico
Middle East & Africa (MEA)
South Africa
Saudi Arabia
b. The global consumer genomics market size was estimated at USD 1.9 billion in 2020 and is expected to reach USD 2.4 billion in 2021.
b. The global consumer genomics market is expected to grow at a compound annual growth rate of 19.4% from 2021 to 2028 to reach USD 8.1 billion by 2028.
b. The genetic relatedness segment led the global consumer genomics market and accounted for the largest revenue share of 19.9% in 2020.
b. Some key players operating in the consumer genomics market include 23andMe, Inc.; Ancestry; Color Genomics, Inc.; Helix OpCo LLC; Gene By Gene, Ltd. (FamilyTree DNA); Mapmygenome; Positive Biosciences, Ltd.; Futura Genetics; MyHeritage Ltd.; Pathway Genomics; Xcode Life; Diagnomics, Inc.; and Toolbox Genomics.
b. Key factors that are driving the consumer genomics market growth include a rise in the interest of consumers & physicians in DTC kits & consequent rise in sales of DNA test kits, increase in access to DTC services due to reducing the cost of genotyping, expansion in applications of DTC genetics, significant investments & initiatives by companies to maintain their competitive edge in the market, and growing trend of personalized genomics.
b. North America dominated the consumer genomics market with a share of 46.0% in 2020. This can be attributed to the early commercialization of genomics in North America as well as the presence of a substantial number of key players dealing with consumer genetic tests.
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