| Study Period | 2019 - 2030 |
| Base Year For Estimation | 2024 |
| Forecast Data Period | 2025 - 2030 |
| CAGR | 15.70 % |
| Fastest Growing Market | North America |
| Largest Market | Europe |
| Market Concentration | High |
Major Players
*Disclaimer: Major Players sorted in no particular order |
DTC (direct to consumer) DNA Test Kits Market Analysis
The Global DTC DNA Test Kits Market is expected to register a CAGR of 15.7% during the forecast period.
The outbreak of the pandemic imposed a positive impact on the DTC (Direct to Consumer) DNA test kits market. Biopharmaceutical innovators are at the forefront of the human response to the COVID-19 pandemic. A significant number of major biotech firms are in a race to investigate the Sars-Cov-2 genome and prepare rapid testing for the same. As compared to the speed of response to SARS/MERs, etc. biotech entities are investigating in SARs-Cov-2 at an unprecedented rate, and a considerable amount of funds are being utilized for R&D activities. With multiple candidates in the trial, the public and private sectors are anticipated to work in unison for the foreseeable period, until a cure is developed for COVID-19. Genetic testing helps to identify variations that affect the response to COVID-19 and discover new therapies that could reduce harm, save lives, and even prevent future outbreaks. Thus, the demand for genetic testing has experienced sudden spikes due to the pandemic. In addition, the advantages of DTC DNA testing have positively impacted the market during COVID-19. Some of the major advantages include increasing access to testing at home that reduces the risk of exposure to the virus for consumers and medical personnel, and thereby reducing the risk of spreading infection.
However, disruption in the supply chain during COVID-19 and delay in delivery of essential products required for manufacturing DTC DNA kits imposed an adverse effect on the DTC (Direct to Consumer) DNA test kits market. Some major issues faced by the market during a pandemic include trucking bottlenecks and port checkpoints slowing down their deliveries including critical supplies, export bans imposed in many countries with only a few manufacturing units being functional, and lack of healthcare workers to transport and produce products. Therefore, such a restraining factor imposed an adverse impact on the market initially, however, in later times the positive developments helped the market to gain positive momentum, thereby propelling the market growth.
Increasing demand for paternity testing across the globe especially in the European countries is anticipated to propel the market growth over the forecast period. For instance, in February 2022, AlphaBiolabs received UKAS accreditation for prenatal paternity testing in the United Kingdom for the first time. In addition, as per the journal published by the AlphaBiolabs in February 2022, the demand for prenatal paternity testing surged by 47.0% in 2021 versus pre-pandemic days. Therefore, such factors indicate increase in the demand of DTC (Direct to Consumer) DNA test kits, thereby propelling the market growth over the forecast period.
However, regulatory challenges pertaining to the use of DTC genetic tests are likely to impede the market growth over the forecast period.
DTC (direct to consumer) DNA Test Kits Market Trends
Ancestry Testing Segment is Expected to Witness Growth Over the Forecast Period
An ancestry test is a DTC DNA-based test that reads specific locations of a subject's genome, to find or validate ancestral hereditary relationships or to evaluate the ethnic combination of an individual. The increasing number of people who are interested in knowing their ancestors and family trees is increasing the demand for DTC DNA test kits, especially in developing countries. The ancestry testing entails comparing the frequencies of many DNA variants found in an individual with those found in reference populations drawn from all over the world. In addition, ancestry testing is also performed to identify the carrier of any hereditary diseases or conditions such as polycystic kidney disease, breast cancer, Alzheimer's disease, various inborn errors of metabolism, and cystic fibrosis.
The increasing demand for ancestry testing across the globe is one of the major factors propelling the segment growth over the forecast period. For instance, as per the study published by the National Library of Medicine in March 2020, more than 26.0 million people have taken at-home ancestry tests across the globe in February 2020.
Therefore, considering the above mentioned factors, the ancestry testing segment is expected to witness significant growth over the forecast period.
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North America is Expected to Dominate the DTC (Direct to Consumer) DNA Test Kits Market Over the Forecast Period
The growth of the market in North America is majorly due to the rising prevalence of congenital anomalies. For instance, as per the report published by the Centers for Disease Control and Prevention in 2021, one in every 33 babies in the United States are born with birth defects every year. In the North America region, the United States is expected to witness the largest market share owing to the factors such as easy acceptance of such kits in the country and high disposable income.
Key product launches, high concentration of market players or manufacturer's presence, and acquisition & partnerships among major players in the United States are some of the factors driving the growth of the DTC (Direct to Consumer) DNA test kits market in the country. For instance, in August 2020, Ancestry launched AncestryHealth equipped with Next Generation Sequencing (NGS), which offers comprehensive data on common inherited health conditions. It is designed to help people to understand their risk of developing certain inheritable health conditions. Such continuous product launches are anticipated to drive the growth of the market in the country.
Therefore, owing to the aforesaid factors the growth of the studied market is anticipated in the North America Region.
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DTC (direct to consumer) DNA Test Kits Industry Overview
The DTC (Direct to Consumer) DNA test kits market is fragmented in nature due to the presence of several companies operating globally as well as regionally. The competitive landscape includes an analysis of a few international as well as local companies which hold the market shares and are well known including Ancestry.com LLC, 23andMe, MyHeritage Ltd., Gene by Gene, Living DNA Ltd., Helix OpCo, LLC., Veritas Genetics, Futura Genetics, Mapmygenome, Genesis Healthcare Co., Pathway genomics, and Identigene among others.
DTC (direct to consumer) DNA Test Kits Market Leaders
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Ancestry.com LLC
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23andMe
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Gene by Gene
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Living DNA
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MyHeritage Ltd.
- *Disclaimer: Major Players sorted in no particular order
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DTC (direct to consumer) DNA Test Kits Market News
- In May 2021, South Korean Telecommunications partnered with Direct-to-Consumer genetic testing companies to send test results to consumers' mobile devices. DTC genetic testing organizations and telecommunications companies in South Korea are collaborating with each other with an aim to help consumers by informing them about their health status by sending lab test results directly to their mobile devices without involving healthcare professionals.
- In September 2021, MedGenome Labs forayed into the direct-to-consumer business by launching a direct-to-consumer category under the brand name Genessense, under which genetic screening tests will be marketed. The product can be ordered online through the website or through e-commerce platforms.
DTC (direct to consumer) DNA Test Kits Industry Segmentation
As per the scope of the report, DTC DNA test kits are directly marketed to consumers, enabling consumers to access their genetic information without involving a healthcare professional or health insurance company in the process. After buying the test kit, consumers send the company a DNA sample and receive their results directly from a secure website or app or in the form of a written report. These tests generally require consumer's saliva, urine, or cheek swab as specimen to carry out the required tests and analysis.The DTC (Direct to Consumer) DNA test kits market is segmented by Sample Type (Saliva, Cheek Swab), by Application (Genetic Relatedness, Health & Fitness, Ancestry Testing, and Other Applications), and by Geography (North America, Europe, Asia-Pacific, Middle East and Africa, and South America). The market report also covers the estimated market sizes and trends for 17 different countries across major regions, globally. The report offers the value (in USD million) for the above segments.
| By Sample Type | Saliva | ||
| Cheek Swab | |||
| By Application | Genetic Relatedness | ||
| Health & Fitness | |||
| Ancestry Testing | |||
| Other Applications | |||
| Geography | North America | United States | |
| Canada | |||
| Mexico | |||
| Europe | Germany | ||
| United Kingdom | |||
| France | |||
| Italy | |||
| Spain | |||
| Rest of Europe | |||
| Asia-Pacific | China | ||
| Japan | |||
| India | |||
| Australia | |||
| South Korea | |||
| Rest of Asia-Pacific | |||
| Middle East and Africa | GCC | ||
| South Africa | |||
| Rest of Middle East and Africa | |||
| South America | Brazil | ||
| Argentina | |||
| Rest of South America | |||
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DTC (direct to consumer) DNA Test Kits Market Research FAQs
What is the current Global DTC (Direct to Consumer) DNA Test Kits Market size?
The Global DTC (Direct to Consumer) DNA Test Kits Market is projected to register a CAGR of 15.7% during the forecast period (2025-2030)
Who are the key players in Global DTC (Direct to Consumer) DNA Test Kits Market?
Ancestry.com LLC, 23andMe, Gene by Gene, Living DNA and MyHeritage Ltd. are the major companies operating in the Global DTC (Direct to Consumer) DNA Test Kits Market.
Which is the fastest growing region in Global DTC (Direct to Consumer) DNA Test Kits Market?
North America is estimated to grow at the highest CAGR over the forecast period (2025-2030).
Which region has the biggest share in Global DTC (Direct to Consumer) DNA Test Kits Market?
In 2025, the Europe accounts for the largest market share in Global DTC (Direct to Consumer) DNA Test Kits Market.
What years does this Global DTC (Direct to Consumer) DNA Test Kits Market cover?
The report covers the Global DTC (Direct to Consumer) DNA Test Kits Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Global DTC (Direct to Consumer) DNA Test Kits Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
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DTC DNA Testing Kits Industry Report
Statistics for the 2025 Global DTC (Direct to Consumer) DNA Test Kits market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Global DTC (Direct to Consumer) DNA Test Kits analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.
