Direct-to-consumer Genetic Testing Market Size 2026-2030
The direct-to-consumer genetic testing market size is valued to increase by USD 1.59 billion, at a CAGR of 13.4% from 2025 to 2030. Increasing consumer awareness and demand for personalized health solutions will drive the direct-to-consumer genetic testing market.
Major Market Trends & Insights
- North America dominated the market and accounted for a 38.8% growth during the forecast period.
- By Service - Diagnostic screening segment was valued at USD 938.5 million in 2024
- By Distribution Channel - Online platform segment accounted for the largest market revenue share in 2024
Market Size & Forecast
- Market Opportunities: USD 2.30 billion
- Market Future Opportunities: USD 1.59 billion
- CAGR from 2025 to 2030 : 13.4%
Market Summary
What will be the Size of the Direct-to-consumer Genetic Testing Market during the forecast period?
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How is the Direct-to-consumer Genetic Testing Market Segmented?
The direct-to-consumer genetic testing industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD million" for the period 2026-2030, as well as historical data from 2020-2024 for the following segments.
- Service
- Diagnostic screening
- Prenatal newborn screening and pre-implantation diagnosis
- Relationship testing
- Others
- Distribution channel
- Online platform
- OTC
- Technology
- Single nucleotide polymorphism chips
- Targeted analysis
- Whole genome sequencing
- Others
- Geography
- North America
- US
- Canada
- Mexico
- Europe
- UK
- Germany
- France
- Asia
- Rest of World (ROW)
- North America
By Service Insights
The diagnostic screening segment is estimated to witness significant growth during the forecast period.
The Diagnostic screening segment was valued at USD 938.5 million in 2024 and showed a gradual increase during the forecast period.
Regional Analysis
North America is estimated to contribute 38.8% to the growth of the global market during the forecast period.Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
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Market Dynamics
Our researchers analyzed the data with 2025 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
What are the key market drivers leading to the rise in the adoption of Direct-to-consumer Genetic Testing Industry?
What are the market trends shaping the Direct-to-consumer Genetic Testing Industry?
What challenges does the Direct-to-consumer Genetic Testing Industry face during its growth?
Exclusive Technavio Analysis on Customer Landscape
The direct-to-consumer genetic testing market forecasting report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the direct-to-consumer genetic testing market report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.
Customer Landscape of Direct-to-consumer Genetic Testing Industry
Competitive Landscape
Companies are implementing various strategies, such as strategic alliances, direct-to-consumer genetic testing market forecast, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the industry.
23andMe Holding Co. -
The industry research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:
- 23andMe Holding Co.
- African Ancestry Inc.
- Ancestry
- BeiGene Ltd.
- CircleDNA
- Color Health Inc.
- CRI Genetics LLC
- Dante Labs Inc.
- DNA Complete
- EasyDNA
- Gene By Gene Ltd.
- GenePlanet
- Helix OpCo LLC
- Karmagene Ltd.
- Living DNA Ltd.
- Mapmygenome India Ltd.
- MyHeritage Ltd.
- TellmeGen
- Xcode Life Sciences Pvt. Ltd.
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key industry players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
Recent Development and News in Direct-to-consumer genetic testing market
Dive into Technavio’s robust research methodology, blending expert interviews, extensive data synthesis, and validated models for unparalleled Direct-to-consumer Genetic Testing Market insights. See full methodology.
| Market Scope | |
|---|---|
| Page number | 294 |
| Base year | 2025 |
| Historic period | 2020-2024 |
| Forecast period | 2026-2030 |
| Growth momentum & CAGR | Accelerate at a CAGR of 13.4% |
| Market growth 2026-2030 | USD 1585.9 million |
| Market structure | Fragmented |
| YoY growth 2025-2026(%) | 12.4% |
| Key countries | US, Canada, Mexico, UK, Germany, France, Italy, Spain, The Netherlands, China, Japan, South Korea, India, Indonesia, Thailand, Brazil, Argentina, Colombia, South Africa, UAE, Turkey, Saudi Arabia and Israel |
| Competitive landscape | Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Research Analyst Overview
What are the Key Data Covered in this Direct-to-consumer Genetic Testing Market Research and Growth Report?
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What is the expected growth of the Direct-to-consumer Genetic Testing Market between 2026 and 2030?
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USD 1.59 billion, at a CAGR of 13.4%
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What segmentation does the market report cover?
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The report is segmented by Service (Diagnostic screening, Prenatal newborn screening and pre-implantation diagnosis, Relationship testing, and Others), Distribution Channel (Online platform, and OTC), Technology (Single nucleotide polymorphism chips, Targeted analysis, Whole genome sequencing, and Others) and Geography (North America, Europe, Asia, Rest of World (ROW))
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Which regions are analyzed in the report?
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North America, Europe, Asia and Rest of World (ROW)
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What are the key growth drivers and market challenges?
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Increasing consumer awareness and demand for personalized health solutions, Regulatory complexities and ethical concerns
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Who are the major players in the Direct-to-consumer Genetic Testing Market?
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23andMe Holding Co., African Ancestry Inc., Ancestry, BeiGene Ltd., CircleDNA, Color Health Inc., CRI Genetics LLC, Dante Labs Inc., DNA Complete, EasyDNA, Gene By Gene Ltd., GenePlanet, Helix OpCo LLC, Karmagene Ltd., Living DNA Ltd., Mapmygenome India Ltd., MyHeritage Ltd., TellmeGen and Xcode Life Sciences Pvt. Ltd.
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Market Research Insights
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