GVR Report cover Consumer Genomics Market Size, Share & Trends Report

Consumer Genomics Market Size, Share & Trends Analysis Report By Application (Genetic Relatedness, Ancestry, Reproductive Health, Diagnostics), By Region (North America, Europe, APAC, Latin America, MEA), And Segment Forecasts, 2021 - 2028

  • Report ID: GVR-2-68038-987-6
  • Number of Pages: 150
  • Format: Electronic (PDF)
  • Historical Range: 2017 - 2019
  • Industry: Healthcare

Report Overview

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.

Singapore consumer genomics market size, by application, 2017 - 2028 (USD Million) 

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.

Application Insights

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.

Global consumer genomics market share, by application, 2020 (%)

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.

Regional Insights

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.

Key Companies & Market Share Insights

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.

Consumer Genomics Market Report Scope

Report Attribute


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


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

Segments Covered in the Report

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

      • Spain
    • Asia Pacific

      • Japan

      • China

      • Australia

      • India

      • Singapore

    • Latin America

      • Brazil

      • Mexico

    • Middle East & Africa (MEA)

      • South Africa

      • Saudi Arabia

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