GVR Report cover Direct-to-Consumer Genetic Testing Market Size, Share & Trends Report

Direct-to-Consumer Genetic Testing Market Size, Share & Trends Analysis Report By Test Type (Nutrigenomics, Carrier), By Technology (Whole Genome Sequencing), By Distribution Channel, By Region, And Segment Forecasts, 2023 - 2030

  • Report ID: GVR-4-68040-065-4
  • Number of Pages: 120
  • Format: Electronic (PDF)
  • Historical Range: 2018 - 2021
  • Industry: Healthcare

Report Overview

The global direct-to-consumer genetic testing market size was valued at USD 1.56 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 24.3% from 2023 to 2030. Direct-to-Consumer (DTC) genetic testing has become increasingly popular in recent years, as advancements in technology have made genealogy testing more accessible and affordable. Additionally, the rising interest in pharmacogenetics is anticipated to expand the DTC testing space. These tests could be considered the main path toward the implementation of precision and personalized medicine in clinics. Furthermore, increasing public awareness of DTC genetic testing is expected to increase its adoption, driving market growth. For instance, according to the MIT Technology Review, around 8% or nearly 26 million people in the U.S. have already taken DNA tests. And it is expected that that number is expected to increase to over 100 million in the coming years. Key players have channeled their attention into developing high-quality DTC genetic testing products. Novel tests continue to deliver accurate and effective niche demands such as hereditary test outcomes.

U.S. DTC genetic testing market size and growth rate, 2023 - 2030

Moreover, a dramatic rise in the incidence of genetic disorders such as cystic Haemophilia, Alzheimer's disease sickle cell disease, and some other cancers is anticipated to increase the demand for DTC genetic tests. For instance, as per the Alzheimer’s Association, in 2023, the patient pool for Alzheimer-related dementia affects nearly 6.7 million Americans aged 65. Furthermore, the number is expected to increase to 13.8 million by 2060 without a breakthrough that either slows or cures the disease.

In the last few years, there has been a gradual paradigm shift from traditional medicine to personalized medicine with an increase in scientific knowledge. This shift can be attributed to advancements in genetic technologies & Single Nucleotide Polymorphism (SNP) genotyping and the high adoption of microarrays and biochip technologies.

In February 2021, the Personalized Medicine Coalition (PMC) launched a report detailing the approval of 19 personalized therapies in 2020 by the U.S. FDA. Out of all the new drug approval by the U.S. FDA in 2020, personalized medicines accounted for 39%, topping one-third of new approvals for the third time in the last 4 years. The document highlights the streamlining of the FDA's public policy concerning the U.S. healthcare system toward a more efficient and effective era of personalized medicine, even during the pandemic.

Test Type Insights

The predictive testing segment dominated the market with the largest revenue share of 38.0% in 2022 and is expected to grow at the fastest CAGR over the forecast period. Predictive genetic testing refers to the use of genomic information to predict an individual's risk of developing a particular disease or condition. Rising demand for personalized medicine and the increasing prevalence of genetic disorders contributing to the segment growth. In addition, an increasing number of product launches are also expected to offer a favorable environment for segment growth. For instance, in February 2022, Invitae Corporation announced the launch of its new genetic testing kits for cancer diagnosis, LiquidPlex Dx and FusionPlex Dx in Europe.

On the other hand, the nutrigenomics testing segment is anticipated to show lucrative growth over the forecast period owing to increasing awareness since nutrigenomics examination involves analyzing an individual's DNA to identify genetic variations that can influence their nutritional needs and their risk of developing certain health conditions.

Technology Insights

The whole genome sequencing segment dominated the DTC genetic testing market and accounted for the maximum revenue share of 39.2% in 2022. It is expected to grow at the fastest CAGR. Whole genome sequencing provides a complete view of an individual's entire genome, including all genes and non-coding regions. For instance, in February 2023, the NIH researchers launched an innovative software Verkko, which is capable of assembling the complete genome sequence more easily and economically. Moreover, the increase in cancer-causing mutations further boosts the whole genome sequencing segment.

The targeted analysis segment is expected to show lucrative growth over the forecast period. In targeted analysis, specific genetic markers are analyzed using techniques such as polymerase chain reaction (PCR), sequencing, or genotyping. This allows for the identification of genomic variations that may increase an individual's risk of developing certain health conditions, such as cardiovascular disease, cancer, or inherited genomic disorders. Owing to this advantage the segment is expected to grow during the forecast period.

Distribution Channel Insights

Based on the distribution channel, the online platform segment dominated the market and held the largest revenue share of 63.9% in 2022. This segment is also anticipated to witness the fastest CAGR over the forecast period. DTC genetic testing companies offering their services through online platforms provide convenience to consumers, who can easily order a test kit online and receive their results electronically. For instance, in May 2022, FDA granted the usage of LabCorp Seasonal Respiratory Virus RT-PCR DTC test to make the process accessible. Apart from this, online platforms are often promoting privacy as a key selling point, thus, allowing consumers to order and receive their results without having to go through a healthcare provider or disclose their inherited information to others.

Moreover, online platforms allow companies to innovate and offer new services and features, such as personalized recommendations based on heritable data, interactive tools for exploring genomic information, and social networking features that allow consumers to connect with others who share similar hereditary traits or interests.

Global DTC genetic testing market share and size, 2022

OTC platform is anticipated to grow at a significant CAGR over the forecast period since many underdeveloped countries rely more on OTC over the online platform. OTC medicines are those that can be purchased without a prescription from a healthcare professional. Some medicines can interact with other medications or medical conditions, and some people may have allergies or sensitivities to certain ingredients. To avoid such conditions OTC platform plays a crucial role.

Regional Insights

North America dominated the DTC genetic testing market and held the largest revenue share of 60.1% in 2022. The dominance is attributed to the significant shift in the outlook of consumers toward genomic examination. Also, the rise in expenditure will further boost the market growth in the region during the forecast period. The healthcare system in North America is relatively well-developed, which provides a strong foundation for the growth of genomic examination services, which further boosts the market growth in the region.

Direct-to-Consumer Genetic Testing Market Trends by Region, 2023 - 2030

Europe is expected to show the fastest growth over the forecast period. The major factor that will drive the market growth in this region is the increased emphasis on early disease detection and prevention as well as the increased application of genomic examining among others. For instance, the European Commission announced four new European Union Cancer Plan initiatives in February 2022 to assist Member States in addressing disparities, enhancing HPV infection screening and vaccination, and supporting cancer survivors.

Key Companies & Market Share Insights

The market is moderately fragmented, with a large number of medium and large-sized companies accounting for the majority revenue of the market. These entities are undertaking various strategic initiatives to strengthen their market presence. For instance, Blueprint Genetics and BioMarin partnered to provide a sponsored examination program for people with skeletal dysplasia in Europe in October 2021. Some prominent players in the global direct-to-consumer genetic testing market:

  • 23andMe

  • Family Tree DNA

  • Ancestry

  • Genesis HealthCare

  • EasyDNA,

  • Veritas

  • Myriad Genetics Inc.

  • Full Genomes Corporation, Inc

  • Living DNA Ltd.

  • Color Health, Inc. 

Direct-to-Consumer Genetic Testing Market Report Scope

Report Attribute


Market size value in 2023

USD 1.9 billion

Revenue forecast in 2030

USD 8.8 billion

Growth rate

CAGR of 24.3% from 2023 to 2030

Base year for estimation


Historical data

2018 - 2021

Forecast period

2023 - 2030

Quantitative units

Revenue in USD million/billion, CAGR from 2023 to 2030

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, trends

Segments covered

Test type, technology, distribution channel, region

Regional scope

North America; Europe; Asia Pacific; Latin America; MEA

Country scope

U.S.; Canada; Germany; U.K.; France; Italy; Spain; Denmark; Sweden; Norway; China; Japan; India; Australia; South Korea; Thailand; Brazil; Mexico; Argentina; South Africa; Saudi Arabia; UAE; Kuwait

Key companies profiled

23andMe; Family Tree DNA; Ancestry; Genesis HealthCare; EasyDNA; Veritas; Myriad Genetics Inc.; Full Genomes Corporation, Inc.; Living DNA Ltd.; Color Health, Inc.,

Customization scope

Free report customization (equivalent up to 8 analysts’ 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


Global Direct-to-Consumer Genetic Testing Market Report Segmentation

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 2018 - 2030. For this study, Grand View Research has segmented the global direct-to-consumer genetic testing market report based on test type, technology, distributional channel, and region.

Global Direct-to-Consumer Genetic Testing Market Report Segmentation

  • Test Type Outlook (Revenue, USD Million, 2018 - 2030)

    • Nutrigenomics Testing

    • Predictive Testing

    • Carrier Testing

    • Others

  • Technology Outlook (Revenue, USD Million, 2018 - 2030)

    • Whole Genome Sequencing

    • Single Nucleotide Polymorphism Chips

    • Targeted Analysis

    • Others

  • Distributional Channel Outlook (Revenue, USD Million, 2018 - 2030)

    • Online Platform

    • OTC

  • Regional Outlook (Revenue, USD Million, 2018 - 2030)

    • North America

      • U.S.

      • Canada

    • Europe

      • UK

      • Germany

      • France

      • Spain

      • Italy

      • Denmark

      • Sweden

      • Norway

    • Asia Pacific

      • Japan

      • China

      • India

      • Australia

      • Thailand

      • South Korea

    • Latin America

      • Brazil

      • Mexico

      • Argentina

    • Middle East & Africa

      • South Africa

      • Saudi Arabia

      • UAE

      • Kuwait

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