Direct-to-Consumer (DTC) Testing Market

Global Direct-to-Consumer (DTC) Testing Market Size (2024 to 2029)

The size of the global direct-to-consumer (DTC) testing market is estimated to be worth USD 20.45 billion in 2024 and USD 38.68 billion by 2029, growing at a CAGR of 12.2% from 2024 to 2029

Current Scenario of the Direct-to-Consumer (DTC) Testing Market

Genomics is a comparatively new field but is expanding quickly worldwide, particularly in high-income countries (HICs). Also, a significant number of investments were made by the United Kingdom of Great Britain and Northern Ireland, Thailand, and Canada. This shows an outlook presenting potential opportunities for economic development. Moreover, the direct-to-consumer (DTC) testing market benefited immensely during and after COVID-19. Currently, it is progressively becoming a profitable private business and is expected to reach a whole new level in the coming years.

MARKET DRIVERS

The growing number of laws and regulations formed and enacted by leading countries in the last few years is propelling the DTC testing market growth.

Technological advancements are another major factor pushing the market forward with improved access and competitive prices for genetic screening. In addition, the enhanced interest and demand in pharmacogenetics are expected to accelerate the DTC genetic testing market. Further, there has been a considerable surge in cognizance and demand for individualized medical services. Such patterns of customer behavior are believed to raise the reach of genetic testing. Apart from this, the emergence of next-generation sequencing (NGS) is improving the accessibility and cost-effectiveness of genome sequencing. All these advancements resulted in large-scale genomic examinations and also facilitated the ease of identifying genetic indications associated with ailment and medication responses.

Additionally, the growing awareness campaigns across public communication modes, especially social media promoting the advantages of genomic screening are slated to elevate the uptake of affordable DTC testing. Besides this, the increased participation of industry players and regulatory authorities in advertising the testing and incorporation of these services in medical assistance to lower overall healthcare expenses is boosting market growth. The companies operating in the direct-to-consumer (DTC) testing market have unique opportunities to handle public health issues worldwide, such as the burden of cancers, infectious diseases, and other chronic illnesses and food security. There is huge potential for DTC testing in human and microbial genomics, agriculture and aquaculture genomics and biological and medical genomics. Also, technological breakthroughs in human genetics resulted in determining common DNA sequence forms related to the threat of prevalent chronic diseases, offering significant opportunities in the direct-to-consumer testing industry. Its accessibility through healthcare companies emphasizes the rising popularity of consumer-centric genetic tests, which is presenting major growth prospects.

MARKET RESTRAINTS

Providing services at affordable rates to low and middle-income countries continues to be a hurdle in front of the direct-to-consumer (DTC) testing market.

This is because the expense of sequencing remains elevated for investigators, the health system and the majority of patients. Moreover, although the percentage of aware customers has increased, it is still low in tire-2 and tire-3 cities. People have relatively less knowledge of the services available when going for laboratory tests. Industry experts also stressed the better availability of genomic technologies, especially in low and middle-income nations, by solving the problem of shortfall in funding, laboratory facilities, input materials, and well-trained staff.

Insufficient and inadequate representation of the variety of all the populations is one of the key challenges hindering the direct-to-consumer (DTC) testing market growth. These are extremely vital large volumes of data on which a new and unique understanding of the human genome is created. Considering its importance and sensitivity, their privacy and subsequent discrimination is another big unaddressed issue faced by the industry players owing to its possession of interpretation of human genomes. This information is collected from patients or study subjects and it may cause a violation of privacy, resulting in potential discrimination in insurance and employment and receiving improper financial aid.

REPORT COVERAGE

SEGMENTAL ANALYSIS

Global Direct-to-Consumer (DTC) Testing Market Analysis By Test Type

The carrier testing segment is the leading test type in the direct-to-consumer (DTC) testing market. The spread of genetic sickness due to chromosomal and gene changes has quickly expanded the segment’s market share. The majority of incidences of genetic modifications arise from preceding conditions, a miscarriage of family background or inherent disabilities. As a result, it is a regular custom for pregnant women to go for carrier screening to determine the potential risk of getting passed on a special genetic ailment to their children. All these factors encourage growth, which propels the development of the direct-to-consumer testing industry. Furthermore, rising acceptance of the importance of early identification and diagnosis of gene diseases provides market players to enforce strategies in various regions.

Global Direct-to-Consumer (DTC) Testing Market Analysis By Product Type

The ancestry segment is expected to gain the maximum share of the direct-to-consumer (DTC) testing market. The steep growth in cardiovascular diseases, cancers and other dangerous conditions has increased the demand for ancestry services worldwide. For instance, in October 2023, Genesis Healthcare launched its GeneLife Haplo 3.0 in Singapore to create stronger human bonding. This latest ancestry service will thereafter aim to expand all over Asia and North America in the coming years. In addition, with the continuing popularity of direct-to-consumer genetic testing and technological progress in DNA technologies, the segment is witnessing swift growth in its market size.

Global Direct-to-Consumer (DTC) Testing Market Analysis By Technology

The whole genome sequencing (WGS) segment attained the largest portion under this category of the direct-to-customer (DTC) testing market. This can be attributed to its ability to collect the full scope of deviation utilizing single base alterations to comprehensive chromosomal repositioning. For instance, in July 2024, Public Act 24-130, a new law for genetic testing, was passed in Connecticut, which will considerably boost its availability to households on Medicaid with seriously ill newborns. For this, they are using rapid whole genome testing proving the benefit of identifying major genetic diseases under 50 hours. This will considerably boost the demand for DTC testing in the region as well as in the country.

Global Direct-to-Consumer (DTC) Testing Market Analysis By Sales Channel

The online sales segment is the most prevalent category of the direct-to-customer (DTC) testing market and accounted for the biggest share in 2023. This segment is also predicted to experience a higher CAGR during the estimation period. According to the 2023 study by the Journal of Community Genetics, around 75 percent of DTC DNA e-news and update articles said that the DTC GT testing was mostly being employed for family connection or to understand inherited features. Moreover, 77 percent of these newsletters claimed that DTC DNA testing improves cognizance about genetic illness. Approximately 60 percent of the posts said that their outcomes have the potential to encourage consumers to opt for a more proactive method towards their well-being.

REGIONAL ANALYSIS

North America had the major share of the global DTC testing market in 2023.

North America is expected to remain dominant in the coming years. This growth is credited to the considerable change in the perception of customers toward genomic investigations. Apart from this, the swift progress of reproductive genetics and next-generation sequencing is a major factor propelling the regional market share. Also, technological developments in the field of genetics have made these tests more cost-effective, available and precise. In addition, there is a greater demand for individualized services and treatment in this area, which has further elevated its market size. For instance, in July 2023, Quest Diagnostics introduced its foremost DTC-GT, Genetic Insights. The test utilizes a saliva sample to understand the possible danger of up to 24 genetically hereditary ailments involving carrier status for cystic fibrosis, Tay-Sachs disease, colon & breast cancer, sickle cell anemia, and blood & heart disorders.

KEY PLAYERS IN THE DTC TESTING MARKET

EasyDNA (U.S.), Uniogen Oy (turkey), Ancestry (U.S.), Quest Diagnostics Incorporated (U.S.), 23andMe, Inc. (U.S.), Myriad Genetics, Inc. (U.S.), Color Health, Inc.(U.S.), Laboratory Corporation of America Holdings (U.S.), Genesis HealthCare (U.S.), 24Genetics (Spain), Full Genomes Corporation, Inc.(U.S.), Dante Labs, Inc. (U.S.), Helix OpCo LLC (U.S.), 10x Genomics (U.S.), Living DNA Ltd (U.K.), Gene by Gene, Ltd. (U.S.), Mapmygenome (India), MyHeritage Ltd. (Israel), GenomeWeb (U.S.) are some of the notable companies in the global DTC testing market.

RECENT HAPPENINGS IN THE GLOBAL MARKET

• In February 2024, Nebraska implemented a privacy regulation (LB 308) for direct-to-consumer (DTC) genetic testing companies. This law is part of the series of bills about DTC geniting testing enacted in various states since the start of 2024. Also, it was after direct access test rules passed in 2023 like in Virginia.
• In April 2023, Genesis Healthcare Co., via its GeneLife brand, introduced an important upgrade to its ancestry services by launching Haplo 3.0 in Japan.

DETAILED SEGMENTATION OF THE GLOBAL DIRECT-TO-CONSUMER (DTC) TESTING MARKET INCLUDED IN THIS REPORT

This research report on the global direct-to-consumer (DTC) testing market has been segmented and sub-segmented based on the following categories.

By Test Type

• Carrier Testing
• Predictive Testing
• Ancestry And Relationship Testing
• Nutrigenomics Testing
• Skincare Testing
• Others

By Product Type

• Ancestry
• Health And Wellness
• Entertainment

By Sales Channel

• Online Sales
• OTC Sales
• Doctor's Office

By Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East And Africa