DTC (Direct to Consumer) DNA Test Kits Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The DTC (Direct to Consumer) DNA Test Kits Market is Segmented by Sample Type (Saliva, Cheek Swab), Application, and Geography

Market Snapshot

DTC DNA Test Kits Market Overview
Study Period: 2018 - 2026
Base Year: 2021
Fastest Growing Market: North America
Largest Market: Europe
CAGR: 24 %
DTC DNA Test Kits Market Key Players

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Market Overview

The DTC DNA Test Kits Market is anticipated to grow with a CAGR of nearly 24% during the forecast period. The major factors attributing to the growth of this market are increasing demand for paternity testing, rising prevalence of hereditary diseases, and rise in interest of consumers & physicians in DTC kits & consequent rise in sales of DNA test kits.

Furthermore, the growing number of laboratories researching the DNA kits for gynecological purposes is also a major factor that drives the market growth. For instance, the National Congenital Anomaly and Rare Disease Registration Service has stated that around 3 to 6% of babies worldwide are born with a congenital anomaly every year, this increases the need for the prenatal testing for anomalies. The difficulty in understanding the results of the kits and very less information about the companies selling the kits are restraining the growth of the market.

Furthermore the market is largely penetrating towards new research fields of medicine and healthcare as such the innovation of probes for preimplantation, prenatal, and postnatal genetic testing research drives the overall market growth.

Scope of the Report

As per the scope of the report, DTC (Direct to Consumer) DNA test is being used in the diagnosis of genetic disease, forensic sciences, etc. DNA tests can be used to determine paternity and study the ancestry or familial origin.

By Sample Type
Cheek Swab
By Application
Genetic Relatedness
Health & Fitness
Ancestry Testing
Other Applications
North America
United States
United Kingdom
Rest of Europe
South Korea
Rest of Asia-Pacific
Middle East and Africa
South Africa
Rest of Middle East and Africa
South America
Rest of South America

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Key Market Trends

Demand for the Ancestry Testing is Expected to Increase During 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 tree increases the demand for DTC DNA test kits, especially in developing countries.

The increasing number of companies such as 23andMe are found to offer various DNA kits that are helpful in ancestry testing. Developed countries are also witnessing the high demand for such products as awareness about such technologies is higher.

DTC DNA Test Kits Market Key Trends

North America Dominates the Market and Expected to do Same in the Forecast Period

North America is expected to dominate the overall DTC DNA test kits market, throughout the forecast period. The growth is due to factors such as the growing prevalence of congenital anomalies and increasing government initiatives for genetic diagnosis. In the North America region, the United States holds the largest market share due to factors such as high disposable income, and easy acceptance of such kits in the country is expected to increase the demand in this region.

However, Asia Pacific is anticipated to be the fastest-growing market due to the increasing awareness programs and developments undertaken by government bodies to accelerate genetic research in Asian countries. The Asia Pacific will proliferate at a speedy rate due to rapid technological updation in the healthcare sector.

DTC DNA Test Kits Market Growth by Region

Competitive Landscape

The market studied is moderately competitive and consists of few major players. Growing biotech industry is augmenting the rise in new entrants in this market. It is belived that there will be penetration of the few small to mid sized compaies in this market.

Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study




    1. 4.1 Market Overview

    2. 4.2 Market Drivers

      1. 4.2.1 Increasing Demand for Paternity Testing

      2. 4.2.2 Increasing Number of Hereditary Diseases

      3. 4.2.3 Rise in Interest of Consumers & Physicians in DTC Kits & Consequent Rise in Sales of DNA Test Kits

    3. 4.3 Market Restraints

      1. 4.3.1 Lack of Awareness and Proper Genetic Counselling

      2. 4.3.2 Regulatory Challenges Pertaining to the Use of DTC Genetic Tests

    4. 4.4 Porter's Five Force Analysis

      1. 4.4.1 Threat of New Entrants

      2. 4.4.2 Bargaining Power of Buyers/Consumers

      3. 4.4.3 Bargaining Power of Suppliers

      4. 4.4.4 Threat of Substitute Products

      5. 4.4.5 Intensity of Competitive Rivalry


    1. 5.1 By Sample Type

      1. 5.1.1 Saliva

      2. 5.1.2 Cheek Swab

    2. 5.2 By Application

      1. 5.2.1 Genetic Relatedness

      2. 5.2.2 Health & Fitness

      3. 5.2.3 Ancestry Testing

      4. 5.2.4 Other Applications

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

      2. 5.3.2 Europe

        1. Germany

        2. United Kingdom

        3. France

        4. Italy

        5. Spain

        6. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. South Korea

        6. Rest of Asia-Pacific

      4. 5.3.4 Middle East and Africa

        1. GCC

        2. South Africa

        3. Rest of Middle East and Africa

      5. 5.3.5 South America

        1. Brazil

        2. Argentina

        3. Rest of South America


    1. 6.1 Company Profiles

      1. 6.1.1 Ancestry.com LLC

      2. 6.1.2 23andMe

      3. 6.1.3 MyHeritage Ltd

      4. 6.1.4 Gene by Gene

      5. 6.1.5 Living DNA Ltd.

      6. 6.1.6 Helix OpCo, LLC.

      7. 6.1.7 Veritas Genetics

      8. 6.1.8 Futura Genetics

      9. 6.1.9 Mapmygenome

    2. *List Not Exhaustive

**Competitive Landscape covers- Business Overview, Financials, Products and Strategies and Recent Developments

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Frequently Asked Questions

The DTC (Direct to Consumer) DNA Test Kits Market market is studied from 2018 - 2026.

The DTC (Direct to Consumer) DNA Test Kits Market is growing at a CAGR of 24% over the next 5 years.

North America is growing at the highest CAGR over 2021- 2026.

Europe holds highest share in 2020.

Ancestry.com LLC, 23andMe, MyHeritage, Gene by Gene, Living DNA are the major companies operating in DTC (Direct to Consumer) DNA Test Kits Market.

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