Direct-to-Consumer (DTC) Genetic Testing Market Report 2025

The direct-to-consumer (DTC) genetic testing market size has grown rapidly in recent years. It will grow from $1.84 billion in 2024 to $2.14 billion in 2025 at a compound annual growth rate (CAGR) of 16.2%. The growth in the historic period can be attributed to curiosity about ancestry and heritage, health and wellness trends, marketing and consumer education, privacy and control over genetic data, affordability and accessibility.

The direct-to-consumer (DTC) genetic testing market size is expected to see rapid growth in the next few years. It will grow to $3.9 billion in 2029 at a compound annual growth rate (CAGR) of 16.2%. The growth in the forecast period can be attributed to expanding test offerings, integration with personalized medicine, collaborations with health and wellness industries, advancements in genetic research, government support and regulations. Major trends in the forecast period include expanding test offerings and panels, educational initiatives for consumers, regulatory compliance and oversight, genomic data research and contributions, price reduction and accessibility.

The increasing prevalence of diseases and disorders with genetic transmission is anticipated to drive the growth of the direct-to-consumer (DTC) genetic testing market in the future. A genetic disorder is defined as an illness resulting from changes (mutations) in a person's DNA, encompassing single-gene, multifactorial, and chromosomal disorders. Direct-to-consumer genetic testing raises awareness of various genetic disorders, aiding individuals in making health predictions and providing personalized information about their health, disease risks, and other traits. This information supports effective health and lifestyle choices aimed at reducing disease risk. For example, in April 2023, the National Library of Medicine (NLM), a US-based medical library, reported that approximately 6.7 million Americans aged 65 and older were projected to be living with Alzheimer's dementia (AD) in 2023, a condition significantly influenced by genetics. This figure could rise to 13.8 million by 2060 unless medical breakthroughs are made to prevent, slow, or cure AD. Thus, the growing prevalence of genetically transmitted diseases and disorders is propelling the expansion of the direct-to-consumer (DTC) genetic testing market.

The anticipated expansion of digital health solutions is set to drive the growth of the direct-to-consumer (DTC) genetic testing market in the foreseeable future. Digital health leverages technology to enhance healthcare, improve patient outcomes, streamline processes, and empower individuals in managing their health. DTC genetic testing plays a pivotal role in this digital health growth by actively engaging consumers, integrating genetic data for personalization, facilitating telehealth services, connecting with wearable devices, and advocating for preventive care. An example of this trend is highlighted in a September 2022 report from the American Medical Association, a US-based professional organization. The report reveals a significant increase in the percentage of physicians who perceive digital health tools as beneficial for patient care, rising from 85% in 2016 to 93% in 2022. Furthermore, the average number of digital health tools utilized by physicians has also witnessed a notable growth, increasing from 2.2 in 2016 to 3.8 in 2022. Consequently, the surge in digital health solutions is a driving force behind the growth of the direct-to-consumer (DTC) genetic testing market.

Major players in the direct-to-consumer (DTC) genetic testing market are placing a strategic emphasis on substantial investments in genetic research to maintain their market positions. These investments serve as crucial financial support for genetic testing companies, enabling them to engage in research initiatives, advance technologies, broaden market outreach, ensure regulatory compliance, and foster innovation. As an illustrative example, in November 2022, Redcliffe Labs, an India-based provider of diagnostic services and laboratories, disclosed its intention to allocate an additional $10 million (approximately Rs 81 crore) for the expansion of its genetic and specialized testing portfolio. This financial commitment aims to further enhance the company's capabilities in genetic testing, encompassing areas such as prenatal, oncology, neurology, nephrology, and pharmacogenomics. Notably, Redcliffe Labs has already invested $6 million in the coverage of genetics and specialized testing, emphasizing a forward-looking approach towards next-generation technologies within the diagnostics sector.

Major players in the direct-to-consumer (DTC) genetic testing market are actively engaging in strategic collaborations to fortify their market positions. These strategic partnerships, particularly in the realm of technology-integrated genetic testing, serve to drive innovation, elevate diagnostic capabilities, expand global outreach, ensure adherence to regulatory standards, and propel advancements in personalized medicine. A case in point is the collaboration between Myriad Genetics, a US-based genomic testing company, and Epic Systems, a US-based software company, announced in June 2022. This collaboration focuses on integrating electronic health records (EHR) with genetic testing processes. By seamlessly incorporating Myriad tests into the Epic platform, healthcare providers can efficiently order and review genetic tests, streamlining the overall testing procedure. The integration is designed to improve patient care by delivering crucial genetic insights directly within the electronic health records (EHR) system. Myriad Genetics' strategic emphasis on technology-enabled tools aligns with its growth strategy, with the ultimate goal of enhancing accessibility and efficiency in genetic testing for both patients and clinicians.

In March 2022, LetsGetChecked, a virtual care company based in the United States, specializing in at-home testing, telehealth services, and pharmacy capabilities, successfully acquired Veritas Genetics for an undisclosed sum. This strategic acquisition positions LetsGetChecked to leverage whole-genome sequencing, enabling the initiation of a comprehensive lifecycle of personalized healthcare. The goal is to offer the market an extensive spectrum of health testing and care options. Veritas Genetics, the acquired company, is a biotechnology firm based in the United States, specializing in personal genomics.

Major companies operating in the direct-to-consumer (DTC) genetic testing market include 23andMe, AncestryDNA, MyHeritage, FamilyTreeDNA, Living DNA, Vitagene, Orig3n, DNAfit, Helix, Color Genomics, Circle DNA, CRI Genetics, MapMyGenome, Invitae Corporation, TellmeGen, Pathway Genomics, Genebase Systems, EasyDNA, Nebula Genomics, Dante Labs, Veritas Genetics, Xcode Life, Genomic Express, Genomelink, Genomind, WellnessFX, LetsGetChecked, iGene, Dnadoc, OneOme.

North America was the largest region in the direct-to-consumer (DTC) genetic testing market share in 2024. Asia-Pacific was the second-largest region in the global direct-to-consumer (DTC) genetic testing market. The regions covered in the direct-to-consumer (dtc) genetic testing market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the direct-to-consumer (dtc) genetic testing market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Direct-to-consumer genetic testing involves marketing genetic tests directly to consumers through various media channels such as radio, television, print adverts, and the internet. Customers can purchase these tests through online marketplaces and pharmacies. After acquiring a test kit, clients provide a DNA sample, gaining access to their genetic data without the need for a healthcare professional or health insurance provider. Results are typically accessed via a secure website, app, or a written report.

Direct-to-consumer (DTC) genetic testing encompasses various types, including carrier testing, predictive testing, ancestry and relationship testing, nutrigenomic testing, and other variants. Carrier screening assesses whether a person carries genetic alterations for specific disorders. These tests analyze saliva, urine, and blood samples using technologies such as single nucleotide polymorphism chips, whole genome sequencing, and targeted analysis. DTC genetic testing operates under different business models such as health planning, comprehensive genome tests, medical precision tests, and restricted trait tests. End-users of these tests include laboratories, blood banks, nursing homes, hospitals, imaging centers, home care, cosmetics, and other sectors.

The direct-to-consumer (DTC) genetic testing market research report is one of a series of new reports that provides direct-to-consumer (DTC) genetic testing market statistics, including direct-to-consumer (DTC) genetic testing industry global market size, regional shares, competitors with a direct-to-consumer (DTC) genetic testing market share, detailed direct-to-consumer (DTC) genetic testing market segments, market trends and opportunities, and any further data you may need to thrive in the direct-to-consumer (DTC) genetic testing industry. This direct-to-consumer (DTC) genetic testing market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The direct-to-consumer (DTC) genetic testing market includes revenues earned by entities by offering DTC genetic kits and services straight to end-customers, that are used in querying patients' DNA information. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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