Please Wait.....
Report
Global Direct-to-Consumer (DTC) Genetic Testing Market - Test Types, Technologies and Distribution Channels
Market Report I 2025-08-01 I 262 Pages I Industry Experts
Global Direct-to-Consumer (DTC) Genetic Testing Market Trends and Outlook
Direct-to-Consumer (DTC) genetic testing involves genetic tests sold directly to individuals without healthcare provider involvement. Consumers purchase these tests online or from retail outlets, provide saliva or cheek swab samples, and receive results through digital or printed platforms. These tests offer insights into ancestry, health risks, carrier status, lifestyle traits, pharmacogenomics, and nutrigenomics. They employ technologies like SNP chips, targeted gene analysis, and increasingly, whole genome or exome sequencing. The appeal lies in their affordability, accessibility, and ease of use. However, concerns remain around result accuracy, clinical validity, and lack of professional genetic counseling, especially in regions with weak regulatory oversight.
The global DTC genetic testing market is projected to grow from US$2.4 billion in 2025 to US$5.1 billion by 2032, at a CAGR of 11.1%. Growth is fueled by increasing demand for personalized health insights, chronic disease awareness, and at-home convenience. Technology advancements, particularly in AI and WGS, have improved test precision and affordability. Companies are expanding offerings into microbiome analysis, epigenetics, and wellness plans, while forming partnerships with pharmaceutical firms for data-driven drug development. As digital health tools, telemedicine, and wearable tech integrate with DTC platforms, consumer engagement rises. Regulatory improvements, though gradual, are addressing privacy and accuracy concerns, further supporting the sector's long-term growth trajectory.
Direct-to-Consumer (DTC) Genetic Testing Regional Market Analysis
North America leads the global direct-to-consumer (DTC) genetic testing market, holding an estimated 58.4% share in 2025. This leadership is driven by high disposable incomes, advanced healthcare systems, supportive regulations, and the significant presence of major companies such as 23andMe and AncestryDNA. The increasing consumer interest in personalized health and ancestry information, along with widespread telehealth adoption and robust digital platforms, has further enhanced market penetration. In contrast, the Asia-Pacific is the fastest-growing region, projected to grow at a CAGR of 12.7% during the forecast period 2025-2032, propelled by increased healthcare awareness, a growing middle class, and increased internet accessibility. Countries like China, India, and Japan are rapidly adopting DTC testing through both international companies and local startups. Government-supported genomic projects and a young, technologically adept population are driving market growth, although challenges related to data privacy and regulatory clarity persist.
Direct-to-Consumer (DTC) Genetic Testing Market Analysis by Test Type
The predictive testing segment leads the direct-to-consumer (DTC) genetic testing market, with a 33.2% share in 2025. This dominance is driven by an increasing demand for early disease risk assessment, preventive healthcare, and greater consumer awareness of genetic predispositions. Improvements in AI-driven genomic analysis, greater affordability, and enhanced genome analysis tools have encouraged greater adoption, while regulatory support and a focus on preventive care from healthcare providers further stimulate segment growth. Predictive tests are commonly utilized to evaluate susceptibility to diseases such as cancer, cardiovascular disorders, and neurodegenerative conditions, enabling individuals to make informed health choices. Conversely, the nutrigenomics testing segment is anticipated to grow at the fastest CAGR of 13.4% from 2025 to 2032, as it provides personalized dietary and fitness guidance based on unique genetic profiles. The rising interest in biohacking, individualized wellness, and the prevention of lifestyle-related diseases is driving demand, particularly among health-conscious consumers. The rising prevalence of polygenic diseases, along with the expansion of precision medicine applications, is driving innovation in nutrigenomics. Additionally, new players are entering emerging markets as they capitalize on growing consumer interest in health optimization through diet.
Direct-to-Consumer (DTC) Genetic Testing Market Analysis by Technology
The whole genome sequencing (WGS) segment dominates the direct-to-consumer (DTC) genetic testing market with a 38.3% share in 2025, driven by its comprehensive coverage of the entire genome, declining sequencing costs, and integration of AI and machine learning for advanced data interpretation. WGS provides high-resolution insights into disease risk, ancestry, and inherited traits, offering superior depth compared to SNP chips and targeted testing. Consumers are drawn to WGS for personalized health insights, lifetime genomic storage, and compatibility with digital health tools. In contrast, the targeted analysis segment is projected to grow at the fastest CAGR of 13.2% from 2025 to 2032, owing to its cost-effective, rapid, and specific insights into genes associated with conditions like hereditary cancers and cardiovascular diseases. With simpler interpretation and rising interest in precision medicine, targeted analysis appeals to consumers seeking focused health information without the complexity of full-genome data.
Direct-to-Consumer (DTC) Genetic Testing Market Analysis by Distribution Channel
The online platform segment is the largest in the global direct-to-consumer (DTC) genetic testing market by distribution channel in 2025, capturing a 63.5% share. This dominance is driven by convenience, accessibility, and a wide range of service offerings. The growth of e-commerce, company websites, and digital health platforms has made it easier for consumers to purchase and receive genetic tests without healthcare intermediaries. Leading companies such as 23andMe and AncestryDNA have enhanced their digital presence by offering customized health dashboards, subscription services, and AI-driven counseling tools. The increasing use of telemedicine and digital marketing has further boosted this channel. Meanwhile, the over-the-counter (OTC) segment is expected to register the fastest growth with a CAGR of 12.1% from 2025 to 2032, fueled by the rising availability of test kits in pharmacies, health stores, and supermarkets. The appeal of immediate access, physical consultation opportunities, and increasing regulatory approvals of clinically validated kits support its expansion. Together, both channels reflect a shift toward consumer-driven, decentralized genetic health services.
Direct-to-Consumer (DTC) Genetic Testing Market Report Scope
This global report on Direct-to-Consumer (DTC) Genetic Testing analyzes the global and regional markets based on test type, technology, and distribution channel for the period 2022-2032 with forecasts from 2025 to 2032 in terms of value in US$. In addition to providing profiles of major companies operating in this space, the latest corporate and industrial developments have been covered to offer a clear panorama of how and where the market is progressing.
Key Metrics
Historical Period: 2022-2024
Base Year: 2025
Forecast Period: 2025-2032
Units: Value market in US$
Companies Mentioned: 18+
Direct-to-Consumer (DTC) Genetic Testing Market by Geographic Region
- North America (The United States, Canada, and Mexico)
- Europe (Germany, France, United Kingdom, Italy, Spain, and Rest of Europe)
- Asia-Pacific (Japan, China, India, South Korea, and Rest of Asia-Pacific)
- South America (Brazil, Argentina, and Rest of South America)
- Rest of World
Direct-to-Consumer (DTC) Genetic Testing Market by Test Type
- Predictive Testing
- Ancestry & Relationship Testing
- Carrier Screening
- Nutrigenomics Testing
- Other Test Types (Including Fitness & Wellness Testing, Pharmacogenomics Testing, Health Trait Testing, Skincare & Cosmetic Trait Testing, and others)
Direct-to-Consumer (DTC) Genetic Testing Market by Technology
- Whole Genome Sequencing (WGS)
- Single Nucleotide Polymorphism (SNP) Chips
- Targeted Analysis
- Other Technologies (Including Polymerase Chain Reaction (PCR)-based methods, Microarray, Whole Exome Sequencing (WES), Digital PCR / qPCR, and Emerging Technologies)
Direct-to-Consumer (DTC) Genetic Testing Market by Distribution Channel
- Online Platform
- Over-the-Counter (OTC)
PART A: GLOBAL MARKET PERSPECTIVE
1. INTRODUCTION
- Product Outline
- Direct-to-Consumer (DTC) Genetic Testing Defined
- Direct-to-Consumer (DTC) Genetic Testing Test Types
o Predictive Testing
o Ancestry & Relationship Testing
o Carrier Screening
o Nutrigenomics Testing
o Other Test Types (Including Fitness & Wellness Testing, Pharmacogenomics Testing, Health Trait Testing, Skincare & Cosmetic Trait Testing, and others)
- Direct-to-Consumer (DTC) Genetic Testing Technologies
o Whole Genome Sequencing (WGS)
o Single Nucleotide Polymorphism (SNP) Chips
o Targeted Analysis
o Other Technologies (Including Polymerase Chain Reaction (PCR)-based methods, Microarray, Whole Exome Sequencing (WES), Digital PCR / qPCR, and Emerging Technologies)
- Direct-to-Consumer (DTC) Genetic Testing Distribution Channels
o Online Platform
o Over-the-Counter (OTC)
2. Key Market Trends
3. Key Market Players
- 23andMe, Inc.
- 24Genetics
- AncestryDNA
- Circle DNA
- Color Health, Inc.
- Dante Labs, Inc.
- EasyDNA
- Family Tree DNA
- Genesis Healthcare, Inc.
- Helix OpCo LLC
- Living DNA Ltd.
- Mapmygenome
- MyHeritage Ltd.
- Nebula Genomics
- Pathway Genomics
- TellmeGen
- Veritas Genetics
- Xcode Life
4. Key Business & Product Trends
5. Global Market Overview
- Global Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
o Direct-to-Consumer (DTC) Genetic Testing Test Type Market Overview by Global Region
- Predictive Testing
- Ancestry & Relationship Testing
- Carrier Screening
- Nutrigenomics Testing
- Other Test Types
- Global Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
o Direct-to-Consumer (DTC) Genetic Testing Technology Market Overview by Global Region
- Whole Genome Sequencing (WGS)
- Single Nucleotide Polymorphism (SNP) Chips
- Targeted Analysis
- Other Technologies
- Global Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
o Direct-to-Consumer (DTC) Genetic Testing Distribution Channel Market Overview by Global Region
- Online Platform
- Over-the-Counter (OTC)
PART B: REGIONAL MARKET PERSPECTIVE
- Global Direct-to-Consumer (DTC) Genetic Testing Market Overview by Geographic Region
REGIONAL MARKET OVERVIEW
6. North America
- North American Direct-to-Consumer (DTC) Genetic Testing Market Overview by Geographic Region
- North American Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- North American Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- North American Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
- Country-wise Analysis of North American Direct-to-Consumer (DTC) Genetic Testing Market
o The United States
- United States Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- United States Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- United States Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
o Canada
- Canadian Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- Canadian Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- Canadian Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
o Mexico
- Mexican Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- Mexican Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- Mexican Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
7. Europe
- European Direct-to-Consumer (DTC) Genetic Testing Market Overview by Geographic Region
- European Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- European Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- European Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
- Country-wise Analysis of European Direct-to-Consumer (DTC) Genetic Testing Market
o Germany
- German Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- German Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- German Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
o France
- French Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- French Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- French Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
o The United Kingdom
- United Kingdom Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- United Kingdom Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- United Kingdom Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
o Italy
- Italian Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- Italian Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- Italian Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
o Spain
- Spanish Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- Spanish Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- Spanish Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
o Rest of Europe
- Rest of Europe Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- Rest of Europe Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- Rest of Europe Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
8. Asia-Pacific
- Asia-Pacific Direct-to-Consumer (DTC) Genetic Testing Market Overview by Geographic Region
- Asia-Pacific Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- Asia-Pacific Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- Asia-Pacific Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
- Country-wise Analysis of Asia-Pacific Direct-to-Consumer (DTC) Genetic Testing Market
o Japan
- Japanese Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- Japanese Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- Japanese Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
o China
- Chinese Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- Chinese Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- Chinese Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
o India
- Indian Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- Indian Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- Indian Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
o South Korea
- South Korean Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- South Korean Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- South Korean Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
o Rest of Asia-Pacific
- Rest of Asia-Pacific Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- Rest of Asia-Pacific Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- Rest of Asia-Pacific Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
9. South America
- South American Direct-to-Consumer (DTC) Genetic Testing Market Overview by Geographic Region
- South American Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- South American Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- South American Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
- Country-wise Analysis of Asia-Pacific Direct-to-Consumer (DTC) Genetic Testing Market
o Brazil
- Brazilian Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- Brazilian Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- Brazilian Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
o Argentina
- Argentine Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- Argentine Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- Argentine Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
o Rest of South America
- Rest of South American Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- Rest of South American Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- Rest of South American Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
10. Rest of World
- Rest of World Direct-to-Consumer (DTC) Genetic Testing Market Overview by Test Type
- Rest of World Direct-to-Consumer (DTC) Genetic Testing Market Overview by Technology
- Rest of World Direct-to-Consumer (DTC) Genetic Testing Market Overview by Distribution Channel
PART C: GUIDE TO THE INDUSTRY
PART D: ANNEXURE
1. RESEARCH METHODOLOGY
2. FEEDBACK
- Not Sure / Need Reassuring
- Confirm Content
-
Content is provided by our partners and every effort is made to make Market Report details as clear as possible. If you are not sure the exact content you require is included in this study you can Contact us to double check. To do this you can:
Use the ‘? ASK A QUESTION’ below the license / prices and to the right of this box. This will come directly to our team who will work on dealing with your request as soon as possible.
Write to directly on support@scotts-international.com with details. Please include as much information as possible including the name of report or link so our staff will be able to work on you request.
Telephone us directly on 0048 603 394 346 and an experienced member of team will be on hand to answer.
-
- Sample Pages
-
With the vast majority of our partners we can obtain Sample Pages to support your decision. This is something we can arrange without revealing your personal details.
It is important to note that we will not be able to provide you the exact data or statistics such as Market Size and Forecasts. Sample pages usually confirm the layout or the Categories included in Charts and Graphs, excluding specific data.
To ask for Sample Pages by contact us through ‘? ASK A QUESTION’, support@scotts-international.com, or by telephoning 0048 603 394 346.
-
- Check for Alternatives
-
Whilst we try to make our online platform as easy to use as possible there is always the possibility that a better alternative has not been found in your search.
To avoid this possibility Contact us through ‘? ASK A QUESTION’, support@scotts-international.com, or by telephoning 0048 603 394 346 and a Senior Team Member can review your requirements and send a list of possibilities with opinions and recommendations.
-
- Confirm Content
- Prices / Formats / Delivery
- Prices
-
All prices are set by our partners and should be exactly the same as those listed on their own websites. We work on a Revenue share basis ensuring that you never pay more than what is offered elsewhere.
Should you find the price cheaper on another platform we recommend you to Contact us as we should be able to match this price. You can Contact us though through ‘? ASK A QUESTION’, support@scotts-international.com, or by telephoning 0048 603 394 346.
-
- Discounts
-
As we work in close partnership with our Partners from time to time we can secure discounts and assist with negotiations, this is part of our personalised service to you.
Discounts can sometimes be arranged for speedily placed orders; multiple report purchases or Higher License purchases.
To check if a Discount is possible please Contact our experienced team through ‘? ASK A QUESTION’, support@scotts-international.com, or by telephoning 0048 603 394 346.
-
- Available Currencies
-
Most Market Reports on our platform are listed in USD or EURO based on the wishes of our Partners. To avoid currency fluctuations and potential price differentiations we do not offer the possibility to change the currency online.
Should you wish to pay in a different currency to that advertised online we do accept payments in USD, EURO, GBP and PLN. The price will be calculated based on the relevant exchange rate taken from our National Bank.
To pay in a different above currency to that advertised online please Contact our team and a quotation will be sent within a couple of hours with payment details.
-
- Licenses
-
License options vary from Partner to Partner as is usually based on the number of Users that will benefitting from the report. It is very important that License ordered is not breached as this could have potential negative consequences for you individually or your employer.
If you have questions or need confirmation about the specific license we recommend you to Contact us and a detailed explanation will be provided.
-
- Global Site License
-
The Global Site License is the most comprehensive license available. By selecting this license, the Market Report can be shared with other ‘Allowed Users’ and any other member of staff from the same organisation regardless of geographic location.
It is important to note that this may exclude Parent Companies or Subsidiaries.
If you have questions or need confirmation about the specific license we recommend you to Contact us and a detailed explanation will be provided.
-
- Formats
-
The most common format is PDF, however in certain circumstances data may be present in Excel format or Online, especially in the case of Database or Directories. In addition, for certain higher license options a CD may also be provided.
If you have questions or need clarification about the specific formats we recommend you to Contact us and a detailed explanation will be provided.
-
- Delivery
-
Delivery is fulfilled by our partners directly. Once an order has been placed we inform the partner by sharing the delivery email details given in the order process.
Delivery is usually made within 24 hours of an order being placed, however it may take longer should your order be placed prior to the weekend or if otherwise specified on the Market Report details page. Additionally, if details have been not fully completed in the Order process a delay in delivery is possible.
If a delay in delivery is expected you will be informed about it immediately.
-
- Shipping Charges
-
As most Market Reports are delivered in PDF format we almost never have to add additional Shipping Charges. If, however you are ordering a Higher License service or a specific delivery format (e.g. CD version) charges may apply.
If you are concerned about additional Shipping Charges we recommend you to Contact us to double check.
-
- Prices
- Ordering
- By Credit Card
-
We work in Partnership with PayU to ensure payments are made securely in a fast and effortless way. PayU is the e-payments division of Naspers.
Naspers operates in over 133 International Markets and ranks 3rd Globally in terms of the number of e-commerce customers served.
For more information on PayU please visit: https://www.payu.pl/en/about-us
-
- By Money Transfer
-
If you require an invoice prior to payment, this is possible. To ensure a speedy delivery of the Market Report we require all relevant company details and you agree to maximum payment terms of 30 days from receipt of order.
With our regular clients deliver of the Market Report can be made prior to receiving payment, however in some circumstances we may ask for payment to be received before arranging for the Market Report to be delivered.
-
- By Credit Card
- Security
- Website security
-
We have specifically partnered with leading International companies to protect your privacy by using different technologies and processes to ensure security.
Everything submitted to Scotts International is encrypted via SSL (Secure Socket Layer) and all personal information provided to Scotts International is stored on computer systems with limited access in controlled environments.
-
- Credit Card Security
-
We partner with PayU (https://www.payu.pl/en/about-us) to ensure all credit card payments are made securely in a fast and effortless way.
PayU offers 250+ various payment channels and eWallet services across 4 continents allowing buyers to pay electronically, whether on a computer or a mobile device.
-
- Website security