Direct-To-Consumer Genetic Testing Market, Dynamics, Research and Forecast

Direct-To-Consumer Genetic Testing Market Size, Trends, Drivers and Key Challenges

The global direct-to-consumer genetic testing market size is calculated at USD 2.45 billion in 2024, grew to USD 3.05 billion in 2025, and is projected to reach around USD 21.85 billion by 2034. The market is expanding at a CAGR of 24.44% between 2025 and 2034.

Key Takeaways

• Direct-to-consumer genetic testing industry poised to reach USD 2.45 billion in 2024.
• Forecasted to grow to USD 21.85 billion by 2034.
• Expected to maintain a CAGR of 24.44% from 2025 to 2034.
• North America dominated the global direct-to-consumer genetic testing market share by 61% in 2024.
• Europe is expected to be the fastest-growing during the forecast period.
• By test type, the predictive testing segment dominated the market in 2024.
• By test type, the nutrigenomics testing segment is estimated to grow significantly at a notable CAGR during the forecast period.
• By technology type, the whole genome sequencing segment dominated the market in 2024.
• By technology type, the targeted analysis segment is anticipated to grow significantly during the forecast period.
• By distribution channel type, the online platform segment dominated the global direct-to-consumer genetic testing market in 2024.
• By distribution channel type, the OTC platform segment is predicted to grow significantly during the forecast period.

Key Metrics and Overview

Market Overview

Direct-to-consumer genetic testing (DTC-GT) provides as well as advertises genetic testing by companies without the help of conventional healthcare systems directly to consumers. Here, the biological samples, such as blood samples, saliva, or cells from a cheek swab, that contain DNA are collected by the consumers and sent to the DTC-GT company. The DTC-GT company then conducts various tests for identifying genetically related information, pharmacogenomics, genetic health risks, and cancer risks. Depending upon the regulations surrounding DTC-GT, consumers can apply to DTC-GT outside of their country. Furthermore, it also helps in screening single-gene and multifactorial gene disorders.

The graph represents the total number of deaths due to cancer observed in the U.S. in year of 2024. It indicates that there is a rise in cases of cancer. Hence, it increases the demand for DTC genetic testing for early diagnosis as well as for the effective management of cancer. Thus, this in turn will ultimately promote the market growth.

What are the Recent Market Trends for the Direct-To-Consumer Genetic Testing Market?

• In May 2025, a collaboration between Targeted Genomics LLC, which developed GlutenID, and is known for being the first and only FDA-cleared direct-to-consumer (DTC) test for celiac disease genetics, with OraSure Technologies, Inc., which is the manufacturer of ORAcollect®·Dx, and is the only FDA cleared saliva collection device used for general over-the-counter (OTC). This collaboration will provide at-home celiac genetic testing. (Source - TMCnet)
• In April 2025, a collaboration between Ginkgo Bioworks and Aura Genetics was announced. Furthermore, it was clarified that the Reconfigurable Automation Cart (RAC) system will be designed and deployed by Ginkgo Automation to Aura Genetics at its new 22,000-square-foot high-throughput facility at the UPS Healthcare Labport, situated at the Louisville, KY airport. (Source - Seeking Alpha)

How AI Improves the Direct-To-Consumer Genetic Testing Market

AI helps in the analysis of complex genetic data as well as in its interpretation. Moreover, it can also be used to identify drug responses as well as genetic variants, depending on the genetic information of the patient. Hence, all these factors, with the use of AI, help in improving the DTC genetic testing. Furthermore, it also helps in identifying the risk associated with the patients and provides them with personalized treatment plans for the disease and its complications. Additionally, with the use of genetic data, AI can also be used in the drug development process.

Market Dynamics

Driver

Rising Awareness

There is a rise in awareness within the population due to increasing campaigns and programs. This, in turn, raises the importance of early diagnosis as well as healthcare. Furthermore, the rising genetic disorder also contributes to the same. Thus, for proper and effective management of various genetic disorders, genetic screening is increasing. Hence, all these factors increase the demand for the use as well as adoption of direct-to-consumer genetic testing platforms. This enhances the genetic testing as well as patient satisfaction. Thus, this enhances the direct-to-consumer genetic testing market growth.

Restraint

Privacy Concerns

A large amount of genetic data is collected and stored in the direct-to-consumer genetic testing facilities. This increases the risk of data breaches as well as hacking. This, in turn, can cause the data of an individual to be exposed, which leads to patient dissatisfaction. Thus, the privacy concern results in decreased use of DTC genetic testing.

Opportunity

Increasing Personalized Treatment Approaches

Due to rising genetic disorders, there is a rise in the use of various personalized treatment approaches. Therefore, by using the information gathered from the genetic profile of the patient, new personalized treatment plans are being developed. This, in turn, increases the demand for DTC genetic testing facilities as well as genomic medicines. Personalized treatment approaches also reduce the side effects due to targeted treatments. Thus, all these factors enhance the use of DTC genetic testing as well as promote the direct-to-consumer genetic testing market growth.

For instance,

• In April 2025, to enhance the treatment of neurological disorders, cancer, and heart problems, a private hospital, that is Fortis Hospital, launched a new medical institute. Their aim is to develop genomic medicines for personalised and gene-targeted health care. (Source - The PRINT)

Segmental Insights

Predictive Testing Segment Led in 2024

By test type, the predictive testing segment dominated the market in 2024. The predictive testing helped in providing health insights as well as the risk associated with it. This contributed to the direct-to-consumer genetic testing market growth.

Nutrigenomics Testing Segment: Significantly Growing

By test type, the nutrigenomics testing segment is estimated to grow significantly at a notable CAGR during the forecast period. The use of nutrigenomics testing is growing as it uses genetic information for maintaining a diet for better health or weight loss plans.

Whole Genome Sequencing Segment Dominated

By technology type, the whole genome sequencing segment dominated the market in 2024. Whole-genome sequencing was used in various health conditions. Furthermore, it was affordable, which enhanced the market growth. 

Targeted Analysis Segment: Significantly Growing

By technology type, the targeted analysis segment is anticipated to grow significantly during the forecast period. The results obtained by targeted analysis are often rapid as well as are less complex for interpretation, which in turn, increases their use.

Online Platform Segment Dominated in 2024

By distribution channel type, the online platform segment dominated the global direct-to-consumer genetic testing market in 2024. The online platform offered convenience as well as a wider range of DTC genetic testing services, which promoted the market growth.

OTC Platform Segment: Significantly Growing

By distribution channel type, the OTC platform segment is predicted to grow significantly during the forecast period. The OTC platforms are providing easy access, which in turn is enhancing the consumers' satisfaction.

Regional Insights

Advanced Healthcare Sector Drives North America

North America dominated the direct-to-consumer genetic testing market share by 61% in 2024. North America consists of a well-developed healthcare sector, along with the presence of advanced technologies as well as skilled personnel. This increased the use of DTC genetic testing and contributed to the market growth.

The U.S. Direct-To-Consumer Genetic Testing Market Trends

The DTC genetic testing companies are increasing in the U.S. At the same time, they are adopting various new technologies for improving their services as well as performance. This is also supported by the government.

The Canada Direct-To-Consumer Genetic Testing Market Trends

The healthcare sector in Canada is well developed, due to which the use of DTC genetic testing is increasing. Moreover, the rising awareness is also increasing the number of tests conducted within the companies.

Europe Driven by Rising Awareness

Europe is estimated to host the fastest-growing direct-to-consumer genetic testing market during the forecast period. Europe is experiencing a rise in awareness about the early diagnosis of genetic diseases or any other diseases. This enhances the market growth.

The Germany Direct-To-Consumer Genetic Testing Market Trends

The increasing awareness, as well as the rising genetic diseases, is driving the demand for genetic testing. This, in turn, increases the use of DTC genetic testing for early diagnosis as well as effective treatment plans.

The UK Direct-To-Consumer Genetic Testing Market Trends

The use of DTC genetic testing is increasing in the UK due to the growing awareness about the disease, as well as for proper management of health. At the same time, the technological advancements used in DTC are also enhancing the genetic testing conducted.

Developing Healthcare Boosts Asia Pacific

Asia Pacific is expected to grow significantly in the direct-to-consumer genetic testing market during the forecast period. The healthcare sector in Asia Pacific is advancing with the adoption of various technologies, as well as new diagnostic and treatment approaches. This, in turn, increases the adoption of DTC genetic testing as well. This promotes the market growth.

The China Direct-To-Consumer Genetic Testing Market Trends

The healthcare sector in China is utilizing various new advanced technologies for enhancing genetic screening as well as treatment approaches. This, in turn, causes a rise in the use as well as adoption of DTC genetic testing companies.

The India Direct-To-Consumer Genetic Testing Market Trends

The healthcare sector in India is developing, which increases the demand as well as the use of DTC genetic testing companies. Moreover, the rising genetic diseases also increase their use. At the same time, to make them affordable government is providing its support.

Top Companies in the Direct-To-Consumer Genetic Testing Market

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

Latest Announcements by Industry Leaders

• In May 2025, 23andMe, out from bankruptcy for $256 million along with the genetic samples and data, was announced to be purchased by Regeneron Pharmaceuticals. During this, the head of Regeneron’s genetics center, Aris Baras, stated that the dataset of 23andMe customers will be protected with high standards of data security, privacy, and ethical oversight, and to enhance human health, they will advance its full potential.
• In May 2025, by merging nutrigenomic insights into individualized mental health care, the genetic-based wellness testing is now part of the center's holistic assessments at Las Vegas and Laguna Beach. By focusing on this development, the founder of Earth's Edge Wellness, Yoni Banayan, stated that the ideas about the needs of the body are understood with the use of DNA health testing.  Furthermore, unique care plans that are similar to the individual's personal cellular expression can be developed by merging nutrigenomics with psychological and energetic assessments. (Source - CISION)

What are the Recent Developments in the Direct-To-Consumer Genetic Testing Market?

• In May 2025, a direct-to-consumer gut microbiome test package was introduced by the Mediclinic Middle East. Its aim is to improve the well-being and health of people by using personalised dietary insights. Furthermore, host tests such as genetic testing for reproductive health, cardiovascular disease risk, cancer, genetic disorders, and gut microbiome were already featured by it.
• In May 2025, a direct-to-consumer testing platform was launched by Molecular You, which is a leading molecular leading platform that provides precision, predictive, and preventive medicine by conducting comprehensive blood biomarker analysis across the U.S. (Source - T-Net)

Segments Covered in the Report

By Test Type

• Nutrigenomics Testing
• Predictive Testing
• Carrier Testing
• Others

By Technology

• Whole Genome Sequencing
• Single Nucleotide Polymorphism Chips
• Targeted Analysis
• Others

By Distributional Channel

• Online Platform
• OTC

By Region

• North America
  • U.S.
  • Canada
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Thailand
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • Sweden
  • Denmark
  • Norway
• Latin America
  • Brazil
  • Mexico
  • Argentina
• Middle East and Africa (MEA)
  • South Africa
  • UAE
  • Saudi Arabia
  • Kuwait