Global Direct-To-Consumer (DTC) Genetic Testing Market Size, Share, Growth Analysis Report - Forecast 2034

Direct-To-Consumer (DTC) Genetic Testing Market: Industry Perspective

The global direct-to-consumer (DTC) genetic testing market size was worth around USD 1.95 Billion in 2024 and is predicted to grow to around USD 17.43 Billion by 2034 with a compound annual growth rate (CAGR) of roughly 24.5% between 2025 and 2034.

The report analyzes the global direct-to-consumer (DTC) genetic testing market's drivers, restraints/challenges, and the effect they have on the demands during the projection period. In addition, the report explores emerging opportunities in the direct-to-consumer (DTC) genetic testing industry.

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Direct-To-Consumer (DTC) Genetic Testing Market: Overview

Direct-to-consumer (DTC) genetic testing is referred to as a genetic test that is sold directly to end-users through the web, TV, or other marketing sites in the form of a test kit without taking the Test Types of physicians or other healthcare technologies. Moreover, these tests make use of next-generation sequencing technologies for testing the susceptibility of the consumers towards various kinds of ailments & traits. Additionally, the breakthroughs in genome sequencing technology have enabled DTC genetic testing firms to genotype many of the SNPs across genes with lesser costs. The improvements in genome sequencing technologies have sketched new paths for DTC genetic testing activities, thereby leading to the creation of new firms such as 23andMe & Navigenics. Reportedly, these firms test people for myriad variants across genes related to complex disorders & usual traits.

Furthermore, there is a wide array of tests available on the internet. Some of the players in the Direct-to-consumer (DTC) genetic testing industry advertise tests for athletic ability and bitter taste insights. While other industry players highlight healthcare-related products including carrier testing, testing for common ailment susceptibility, and pharmacogenomics testing. In addition to this, many of the firms such as 23andMe and easyDNA UK offer susceptibility tests with the latter offering predisposition DTC genetic testing for nearly 25 ailments such as atrial fibrillation, type 1 & type 2 diabetes, cancer, and multiple sclerosis.

Key Insights

• As per the analysis shared by our research analyst, the global direct-to-consumer (DTC) genetic testing market is estimated to grow annually at a CAGR of around 24.5% over the forecast period (2025-2034).
• Regarding revenue, the global direct-to-consumer (DTC) genetic testing market size was valued at around USD 1.95 Billion in 2024 and is projected to reach USD 17.43 Billion by 2034.
• The direct-to-consumer (DTC) genetic testing market is projected to grow at a significant rate due to increasing consumer interest in personal health insights, ancestry tracking, and rising awareness of genetic conditions.
• Based on Test Type, the Ancestry & Relationship Testing segment is expected to lead the global market.
• On the basis of Technology, the Microarray segment is growing at a high rate and will continue to dominate the global market.
• Based on the Sample Type, the Saliva segment is projected to swipe the largest market share.
• By Distribution Channel, the Online Platforms segment is expected to dominate the global market.
• Based on region, North America is predicted to dominate the global market during the forecast period.

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Direct-To-Consumer (DTC) Genetic Testing Market: Growth Factors

Rise in the occurrence of chronic disorders to steer the global market trends

Direct-To-Consumer genetic tests offer information about a genetic inclination towards a spectrum of disorders such as heart ailments, mental illness, diabetes, and Alzheimer’s. In addition to this, DTC genetic testing also offers information pertaining to genetic aspects that can affect the body reaction of the consumer to a particular diet, pharmaceutical drugs, alcohol, and caffeine. Apparently, the tests also impart information about the genes that are related to eye color, athletic performance, and forms of male baldness. All these aforementioned factors are anticipated to accelerate the growth of the direct-to-consumer (DTC) genetic testing market over the years to come.

Moreover, DTC testing provides a plethora of benefits to the end-users and is easily available at affordable prices. Additionally, consumers can order the testing kit online and hence the borders do not act as a barrier for the consumer to avail the test type. With the business witnessing a rapid decline in costs over the last few years, the global market is likely to gain traction over the years ahead. All these aspects are expected to steer the surge in the global direct-to-consumer (DTC) genetic testing market size over the forecast timeframe.

Direct-To-Consumer (DTC) Genetic Testing Market: Restraints

Lack of data privacy can hinder the global industry expansion over 2025-2034

Lack of data security & confidentiality along with growing ethical concerns will put brakes on the global direct-to-consumer (DTC) genetic testing industry expansion. In addition to this, some of the consumers may not share their genetic information owing to the fear of violation of their privacy and this can further hinder the demand for direct-to-consumer (DTC) genetic testing activities across the globe.

Direct-To-Consumer (DTC) Genetic Testing Market: Opportunities

Increase in strategic alliances between market players can open new growth avenues for the global market

Rise in the wide range of genetic tests offered by biotech firms such as carrier screening, pharmacogenomics, and nutrigenomics can open new growth opportunities for the direct-to-consumer (DTC) genetic testing market across the globe. A large number of partnerships between the industry players can further pave the way for the expansion of the market across the globe.

Direct-To-Consumer (DTC) Genetic Testing Market: Challenges

Enforcement of stringent legislation for protecting data privacy of firms & individuals can pose a huge challenge to the global industry

Strict laws pertaining to direct-to-consumer (DTC) genetic testing for protecting the data of individuals can pose a huge challenge in the growth path of the global direct-to-consumer (DTC) genetic testing industry. Furthermore, the huge costs of direct-to-consumer (DTC) genetic testing procedures can inhibit its demand in emerging economies and this can lead to a decline in the growth of the industry across the globe.

Direct-To-Consumer (DTC) Genetic Testing Market: Segmentation

The global direct-to-consumer (DTC) genetic testing market is sectored into technology, test type, and region.

In technology terms, the global direct-to-consumer (DTC) genetic testing market is segregated into single nucleotide polymorphism (SNP) chips, targeted analysis, and whole genome sequencing (WGS) segments. In addition to this, the single nucleotide polymorphism (SNP) chips segment, which garnered nearly two-thirds of the global market share in 2022, is projected to record the fastest growth rate in the ensuing years. The growth of the segment in the upcoming years can be subject to escalating demand for technologically advanced DTC genetic tests. Growing inclination towards the use of SNP chips can be attributed to their ability to measure changes in dose and DNA polymorphism along with its applications in microarray analysis in screening patients for cancer. Reportedly, SNP chips reduce errors in DTC genetic testing.  

Based on test type, the global direct-to-consumer (DTC) genetic testing industry is bifurcated into predictive testing, carrier testing, nutrigenomics testing, and ancestry & relationship testing segments. In addition to this, the predictive testing segment, which accounted sizably towards the global industry share in 2022, is projected to retain its number one position in the global industry in the upcoming years. The segmental expansion over the assessment timeframe can be a result rise in the focus of healthcare service providers for predictive testing for preventing future complications in patients and thus reduce the death rates. Moreover, the use of AI with predictive testing can further boost segmental growth. Additionally, upgrading of genome analysis tools has led to immense demand for predictive testing, thereby spurring the segmental expansion.

On the basis of Technology, the global direct-to-consumer (DTC) genetic testing market is bifurcated into Microarray, Whole Genome Sequencing, Others.

In terms of Distribution Channel, the global direct-to-consumer (DTC) genetic testing market is categorized into Online Platforms, Retail Pharmacies, Others.

Direct-To-Consumer (DTC) Genetic Testing Market: Report Scope

Direct-To-Consumer (DTC) Genetic Testing Market: Regional Analysis

North America is likely to establish a dominant position in the global market over the forecast timeline

North America, which accounted for half of the global direct-to-consumer (DTC) genetic testing market share in 2022, will be the leading region during the assessment timeline. Moreover, the expansion of the regional market over the anticipated timeframe can be owing to a rise in the per capita income in countries like the U.S. and Canada, which has prompted customers to spend more on direct-to-consumer genetic testing and the most prominent genetic tests being ancestral & nutrigenomics tests. This has resulted in a rise in the interest and popularity of DTC genetic testing in the region, thereby leading to humungous growth of the market in the sub-continent.

The European direct-to-consumer (DTC) genetic testing industry is set to register the highest CAGR in the next couple of years owing to the presence of key players in European countries such as Germany, the UK, France, Spain, and Finland. Apart from this, the rise in the number of people suffering from chronic diseases will pave the way for regional industry expansion. Huge demand for high quality of life will further enlarge the scope of demand for direct-to-consumer (DTC) genetic testing activities in the European continent. Increase in genetic disorders will drive the regional industry trends.

Direct-To-Consumer (DTC) Genetic Testing Market: Competitive Analysis

The report provides a company market share analysis to give a broader overview of the key market players. In addition, the report also covers key strategic developments of the market, including acquisitions & mergers, new product launches, agreements, partnerships, collaborations & joint ventures, research & development, and regional expansion of major participants involved in the direct-to-consumer (DTC) genetic testing market on a global and regional basis.

The global direct-to-consumer (DTC) genetic testing market is dominated by players like:

• Blueprint Genetics Oy
• The SkinDNA Company Private Limited
• Full Genomes
• Pathway Genomics
• MyHeritage
• 23andMe
• Living DNA Ltd.
• Ancestry
• Genesis Healthcare Company
• Family Tree DNA
• Color
• Helix
• EasyDNA
• Identigene
• Helix OpCo LLC
• Ambry Genetics
• Karmagenes
• DNA Genotek Inc.
• and MapMyGenome.

The global direct-to-consumer (DTC) genetic testing market is segmented as follows;

By Test Type

• Ancestry & Relationship Testing
• Health & Wellness Testing
• Traits Testing
• Nutrition & Diet Testing
• Disease Risk Assessment

By Technology

• Microarray
• Whole Genome Sequencing
• Others

By Sample Type

• Saliva
• Buccal Swab
• Blood
• Others

By Distribution Channel

• Online Platforms
• Retail Pharmacies
• Others

By Region

• North America
  • The U.S.
  • Canada
  • Mexico
• Europe
  • France
  • The UK
  • Spain
  • Germany
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • Australia
  • South Korea
  • Rest of Asia Pacific
• The Middle East & Africa
  • Saudi Arabia
  • UAE
  • Egypt
  • Kuwait
  • South Africa
  • Rest of the Middle East & Africa
• Latin America
  • Brazil
  • Argentina
  • Rest of Latin America