The direct-to-consumer genetic testing market size is expected to be worth around USD 17.35 billion by 2033 and growing at a CAGR of 24.43% from 2024 to 2033, according to Vision Research Reports.
The direct-to-consumer genetic testing market size is expected to be worth around USD 17.35 billion by 2033 and growing at a CAGR of 24.43% from 2024 to 2033, according to Vision Research Reports.
What is direct-to-consumer genetic testing?
Direct-to-consumer genetic testing refers to the process by which individuals can obtain genetic testing kits directly from companies without involving a healthcare provider or a medical professional intermediary. These kits are typically ordered online or purchased from retail stores, allowing consumers to collect their DNA samples at home through methods like saliva collection or cheek swabs. Once the samples are collected, they are sent back to the company for analysis.
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The results of these genetic tests are often made available directly to the consumer through secure online platforms or mobile applications. The tests may provide information about various aspects of an individual’s genetics, such as ancestry, traits, predisposition to certain health conditions, or response to medications.
Direct-to-consumer genetic testing has become increasingly popular due to its convenience and accessibility, allowing individuals to explore their genetic makeup and ancestry without the need for a healthcare provider’s involvement. However, it’s important for consumers to understand the limitations and potential risks associated with these tests, including the accuracy of the results, privacy concerns, and the potential psychological impact of the information revealed.
Continued expansion of the DTC-GT market is predicted
Over the past decade, technological advances have enabled us to decode, and make sense of, the information contained in our genes at ever faster speeds and lower costs. Until relatively recently though, the principal application of this technology was in hospital-based diagnostic equipment. However, DTC-GT – in which customers order sampling kits directly – is a rapidly expanding, and potentially attractive industry. The autonomous and relatively straightforward transaction permits genetic tests to be accessible to anyone willing to pay for them. There are already over 250 companies offering customers DNA tests in applications including forensics, ancestry, health, pharmacogenomics, fitness and nutrition. The global DTC-GT market value is expected to hit US$ 9.01 bn by 2030. Inevitably, as the market grows, associated challenges arise. Being aware of these challenges can allow companies to manage their impact proactively.
Key Pointers
- Direct-to-consumer genetic testing market size is calculated at USD 2.43 billion in 2024.
- North America dominated the market with the largest market share of 61% in 2023.
- Europe is expected to show the fastest growth from 2024 to 2033.
- By Test Type, the predictive testing segment generated the maximum market share of 39% in 2023.
- By Technology, the whole genome sequencing segment contributed the largest market share of 40% in 2023.
- By Distributional, the online platform segment had the largest market share of 65% in 2023.
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Direct-to-Consumer Genetic Testing Market Top Trends:
- Increased Adoption: Growing consumer interest in personalized healthcare and ancestry tracing has led to a surge in the adoption of DTC genetic testing services.
- Expanded Test Offerings: Genetic testing companies are diversifying their offerings beyond health-related tests to include ancestry testing, wellness assessments, and even traits analysis, catering to diverse consumer preferences.
- Rising Consumer Awareness: Greater awareness about the role of genetics in health and disease has prompted individuals to proactively seek out genetic testing services, driving market growth. Public awareness and acceptance of genetic testing is steadily growing; a national survey revealed that awareness in the US grew from 31% to 38% between 2007 to 20144 , and a social media survey found that 47% of users were familiar with the DTC-GT concept.
- Consumer empowerment: The shift from passive to empowered customers has provided opportunities for businesses to respond across a number of sectors, including those in the genetic testing sphere. The inherent accessibility of DTC-GT is a major beneft, allowing consumers free access to their own genetic information and access to personalized insights and recommendations. A sense of empowerment is a key driver of DTC-GT uptake – 80% of early adopters of DTC-GT services report a sense of empowerment from their results, and claim ‘curiosity’ as a primary motivation.6 In response, 90% of DTC-GT companies use the emotional appeal of ‘empowerment’ in their marketing strategies.
- Service personalization: Across many sectors there is a clear rise in customers seeking tailored products and experiences, with an increasing willingness to pay for the identifcation and addressing of unique needs. Pharmacogenetics, in which genetic variants guide the choice of pharmaceutical treatment, is currently the most established example of gene-based personalization. However, similar manifestations for consumers in health, ftness and nutrition-centered DTC-GT services have the potential for a much wider impact on the general population.
- Regulatory Scrutiny: Regulatory agencies are increasingly scrutinizing DTC genetic testing companies to ensure compliance with data privacy regulations and to safeguard consumer interests.
- Integration with Healthcare: Collaboration between genetic testing companies and healthcare providers is on the rise, facilitating the integration of genetic information into clinical practice for personalized patient care.
What are the benefits and risks of direct-to-consumer genetic testing?
Direct-to-consumer genetic testing has both benefits and limitations, as they are somewhat different than those of genetic testing ordered by a healthcare provider.
Benefits
- Direct-to-consumer genetic testing raises awareness of genetic diseases.
- It provides personalized information about your health, disease risk, and other traits.
- It may help you be more proactive about your health.
- It does not require approval from a healthcare provider or health insurance company.
- As results are provided directly to the individual, they are not in your insurance or medical record (unless you share results with your healthcare professional).
- It is often less expensive than genetic testing obtained through a healthcare provider, which can make testing more accessible to people with no or limited health insurance.
- DNA sample collection is usually simple and noninvasive, and results are available quickly.
- Your anonymous data is added to a large database that can be used to further medical research. Depending on the company, the database may represent up to several million participants.
Risks and limitations
- Tests may not be available for the health conditions or traits of interest.
- This type of testing cannot definitively predict whether you will or will not develop a specific disease. Results often require confirmation through genetic tests administered by healthcare professionals.
- The tests only examine a subset of variants within genes, potentially missing disease-causing variants.
- Unexpected information about health, family relationships, or ancestry may cause stress or upset.
- Genetic counseling or thorough informed consent is often not provided as testing is done outside of healthcare clinics.
- Individuals may make significant decisions about disease treatment or prevention based on inaccurate, incomplete, or misunderstood test results.
- There is limited oversight or regulation of testing companies.
- Unproven or invalid tests may be misleading due to insufficient scientific evidence linking genetic variations with diseases or traits.
- Genetic privacy may be compromised if testing companies misuse genetic information or if data is stolen.
- Test results may impact your ability to obtain life, disability, or long-term care insurance.
Test Type Insights
The predictive testing segment held the largest market share, accounting for 39% of revenue in 2023, and is projected to exhibit the fastest compound annual growth rate (CAGR) throughout the forecast period. Predictive genetic testing involves utilizing genomic information to forecast an individual’s susceptibility to specific diseases or conditions. The segment’s growth is propelled by the escalating demand for personalized medicine and the growing prevalence of genetic disorders. Furthermore, the increasing number of product launches is expected to create a conducive environment for segment expansion. For example, in February 2022, Invitae Corporation introduced its latest genetic testing kits for cancer diagnosis, LiquidPlex Dx and FusionPlex Dx, in Europe.
Conversely, the nutrigenomics testing segment is poised for substantial growth over the forecast period due to heightened awareness. Nutrigenomics testing entails analyzing an individual’s DNA to identify genetic variations that can influence their nutritional requirements and susceptibility to certain health conditions.
Technology Insights
The whole genome sequencing segment dominated the direct-to-consumer (DTC) genetic testing market, capturing the highest revenue share of 40% in 2023. It is projected to maintain the fastest compound annual growth rate (CAGR). Whole genome sequencing offers a comprehensive view of an individual’s entire genome, encompassing all genes and non-coding regions. For example, in February 2023, NIH researchers introduced Verkko, an innovative software capable of efficiently and economically assembling complete genome sequences. Additionally, the rise in cancer-causing mutations further propels the growth of the whole genome sequencing segment.
Conversely, the targeted analysis segment is anticipated to exhibit lucrative growth throughout the forecast period. Targeted analysis involves examining specific genetic markers utilizing techniques such as polymerase chain reaction (PCR), sequencing, or genotyping. This enables the identification of genomic variations that may elevate an individual’s susceptibility to certain health conditions, such as cardiovascular disease, cancer, or inherited genomic disorders. With this advantage, the segment is poised for growth in the forecast period.
Distribution Channel Insights
The online platform segment emerged as the dominant distribution channel in the market, capturing the largest revenue share of 65% in 2023. This segment is also expected to experience the fastest compound annual growth rate (CAGR) throughout the forecast period. Direct-to-consumer (DTC) genetic testing companies offering their services through online platforms provide convenience to consumers, enabling them to easily order test kits online and receive their results electronically. For instance, in May 2022, the FDA granted approval for the usage of LabCorp Seasonal Respiratory Virus RT-PCR DTC test, enhancing accessibility to the process. Additionally, online platforms often emphasize privacy as a significant selling point, allowing consumers to order and receive their results without involving a healthcare provider or disclosing their inherited information to others.
Furthermore, online platforms enable companies to innovate and introduce new services and features, such as personalized recommendations based on heritable data, interactive tools for exploring genomic information, and social networking features that facilitate connections among individuals sharing similar hereditary traits or interests.
On the other hand, the over-the-counter (OTC) platform is expected to witness significant growth in CAGR over the forecast period, particularly in underdeveloped countries where reliance on OTC products is higher compared to online platforms. OTC medicines are those that can be purchased without a prescription from a healthcare professional. Given that some medicines may interact with other medications or medical conditions, and individuals may have allergies or sensitivities to certain ingredients, the OTC platform plays a crucial role in ensuring access to safe and effective healthcare products.
Regional Insights
North America emerged as the dominant region in the direct-to-consumer (DTC) genetic testing market, holding the largest revenue share of 61% in 2023. This dominance is primarily attributed to a significant shift in consumer attitudes toward genomic examination in the region. Additionally, the increase in healthcare expenditure is expected to further fuel market growth during the forecast period. The well-developed healthcare system in North America provides a robust foundation for the expansion of genomic examination services, contributing to market growth in the region.
Conversely, Europe is projected to exhibit the fastest growth over the forecast period. The key factor driving market growth in this region is the heightened focus on early disease detection and prevention, alongside increased adoption of genomic examination practices. For example, in February 2022, the European Commission announced four new European Union Cancer Plan initiatives aimed at assisting Member States in addressing disparities, enhancing screening and vaccination for HPV infection, and providing support for cancer survivors.
Direct-to-Consumer Genetic Testing Market Key Companies
- 23andMe
- Family Tree DNA
- Ancestry
- Genesis HealthCare
- EasyDNA,
- Veritas
- Myriad Genetics Inc.
- Full Genomes Corporation, Inc
- Living DNA Ltd.
- Color Health, Inc.
Direct-to-Consumer Genetic Testing Market Segmentations:
By Test Type
- Nutrigenomics Testing
- Predictive Testing
- Carrier Testing
- Others
By Technology
- Whole Genome Sequencing
- Single Nucleotide Polymorphism Chips
- Targeted Analysis
- Others
By Distributional
- Online Platform
- OTC
By Region
- North America
- Europe
- Asia Pacific
- Latin America
- Middle East & Africa
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