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  • Published In : Jan 2024
  • Code : CMI6547
  • Pages :130
  • Formats :
      Excel and PDF
  • Industry : Biotechnology

The global consumer genomics market size is valued at US$ 1.23 Bn in 2023 and is expected to reach US$ 4.38 Bn by 2030, grow at a compound annual growth rate (CAGR) of 19.9% from 2023 to 2030.

Consumer genomics products broadly fall into two categories: genetic testing kits and services. Genetic testing kits allow individuals to conduct DNA tests at home by collecting saliva samples or cheek swabs. The sample is then sent to a lab for analysis. The most common direct-to-consumer tests include ancestry tests, which provide estimates of ethnic background, and health predisposition tests, which screen for variants linked to diseases like cancer. These tests have become increasingly popular as startup companies have made them more affordable and accessible.

However, genetic testing also comes with limitations and risks. While DNA tests can provide basic insight into ancestry percentages or disease risk, the science is still emerging, and many disease variants remain poorly understood. Test results may change over time as scientific understanding improves. Additionally, direct access to genetic data without counseling from a medical professional raises privacy and psychological concerns. Improper interpretation of results could cause unnecessary worry or false assurance. Counseling is advised to provide context for results and discuss lifestyle factors that also influence health. Overall, consumer genomics has boosted public interest in personal genetics, but tests should still be interpreted cautiously without clinical guidance. As the field continues to advance, products may one day offer more predictive power to improve global health outcomes.

Analyst View:

The global consumer genomics market shows strong potential for growth, driven by increasing consumer interest in direct-to-consumer genetic testing. Growing awareness about genetic predispositions to diseases and the need for personalized healthcare and diet plans has heightened demand. Additionally, the continuous drop in DNA sequencing costs has made tests more affordable. The younger population, especially in developed nations, is increasingly adopting lifestyle genomics tests to gain health and ancestry insights.

However, certain factors may hamper market expansion. These include ambiguity in the reliability and interpretation of test results, which could impact consumer confidence over time. There are also regulatory and ethical debates around data privacy and direct access to genomic data without counseling. Physicians adopting consumer genomics findings into their practice has also been slow, so commercial utility remains limited.

North America currently dominates due to its sizeable, health-savvy population and well-penetrated digital health trend. The presence of leading global players and support for genetic research further support the regional market. Meanwhile, Asia Pacific is exhibiting strong uptake, led by growing healthcare expenditure and large patient pools in countries like China, Japan, and India. Rising discretionary incomes are enabling greater affordability of such services in the region.

Global Consumer Genomics Market Regional Insights

  • North America: North America is the largest market for consumer genomics, accounting for a share of over 5% in 2023. North America currently dominates the global consumer genomics market. With a highly developed healthcare infrastructure and high consumer awareness about genomic technologies, the U.S. leads demand in this region. Several top players have established their headquarters in the U.S. and actively conduct direct-to-consumer marketing campaigns to promote genomics testing kits. Additionally, steady funding from both private and government bodies supports ongoing research and development to enhance consumer-focused genomic services. These initiatives have created a conducive environment for genomic adoption.
  • Europe: Europe is the second-largest market for consumer genomics, accounting for a share of over 26.1% in 2023. European countries have seen rising healthcare awareness, which is expected to drive the growth of the region over the forecast period.
  • Asia Pacific: Asia Pacific region is emerging as the fastest-growing market for consumer genomics. Countries like China and India boast enormous population bases that present massive market potential. Rapid economic development in these nations is improving access to healthcare and driving interest in personalized medicine. As incomes rise and consumers seek to take greater control over their health management, demand for at-home DNA testing will surge.

Figure 1. Global Consumer Genomics Market Share (%), by Region, 2023


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Global Consumer Genomics Market Drivers:

  • Rising Interest in Personalized Healthcare: Rising global interest in personalized and precision medicine approaches is expected to drive the growth of the market over the forecast period. As genetics and genomics research uncovers new links between DNA and diseases, consumers are showing a significant appetite to learn about their own genetic predispositions and risk factors. They want to know which lifestyle changes or medical interventions may improve their health based on their unique genetic blueprint. Services that can analyze genomic data and provide tailored insights, recommendations and risk reports regarding nutrition, drug response, ancestry, and other traits are gaining popularity. Even preventive healthcare is becoming more personalized with direct-to-consumer testing. As the medical community continues to make progress in incorporating genetics and "omic" data into clinical practice, consumers will want to learn how their DNA impacts their health in potentially actionable ways. This growing demand for self-knowledge and personalized solutions based on one's own DNA code will be a key influencer of consumer genomics adoption in the coming future.
  • Advancing Technology: The consumer genomics market has been rapidly evolving over the past few years due to significant advancements in genetic testing technology. Earlier, genetic testing required vials of blood and cost thousands of dollars, but now it can be done through simple at-home saliva collection kits and for a fraction of the cost. The reduction in sequencing costs has made genetic testing accessible to everyday consumers. Next generation sequencing techniques have enabled analyzing of a person's entire genome in a much faster and more affordable way As the technology matures further and tests become quicker and easier, it will drive more consumers to undergo genetic screening for various health, ancestry, and other traits. Testing through saliva is also perceived as less invasive, which improves customer experience. Technology is shortening the timeline from DNA collection to report generation. All of these factors are making genomics a reality for mass consumers and mainstreaming the once complex field in the average household.
  • Increasing product launch: Increasing products by key players in the market is expected to drive the growth of the market over the forecast period. For instance, in February 2020, Nebula Genomics, a personal genomics company, announced the launch of direct-to-consumer whole genome
  • Falling Cost of Genomic Sequencing: As genomic technologies continue to advance rapidly, the cost of sequencing an entire human genome has plummeted tremendously over the past decade. Where it used to cost hundreds of millions of dollars to sequence just one genome back in 2000, state-of-the-art sequencing machines and improved laboratory techniques have brought the cost down to just a few thousand dollars in recent years. Several companies are now offering direct-to-consumer DNA testing kits that allow customers to learn about their ancestry or uncover genetic insights related to health traits and conditions for under a hundred dollars. This dramatic cost reduction has made consumer genomics accessible to a much wider population and fuelled its adoption across both developed and emerging markets. Lower costs are encouraging more people to try direct-to-consumer testing out of curiosity to learn more about their DNA or to assist with medical investigations, especially as the price difference with traditional clinical testing continues to narrow. Barring any regulatory hurdles, the consumer market is expected to continue growing as sequencing and genotyping costs decrease further in the coming years, driving up volumes.

Global Consumer Genomics Market Opportunities:

  • Untapped growth potential in emerging markets: The global consumer genomics market is witnessing significant growth driven by untapped potential in emerging markets. Countries in Asia, Africa, Latin America, and the Middle East are increasingly adopting direct-to-consumer genetic testing as their populations gain financial stability and willingness to invest in healthcare. With greater awareness about genetics role in chronic diseases and family history, consumers in developing nations are actively seeking personal DNA tests to gain deeper knowledge about their ancestry, inherited health conditions, and traits.
  • Novel application areas like ancestry and lifestyle tests: Consumer genomics is increasingly becoming popular with the advent of advanced yet affordable DNA testing kits that can provide valuable personal insights. Ancestry and lifestyle tests have helped drive significant growth in the global consumer genomics market in recent years. By offering ancestry tests that trace one's ethnic origins and genealogy going back several generations, companies are able to appeal to inherent curiosity about our genetic history and family roots. Being able to see visually how much Scandinavian or Jewish heritage runs in one's DNA through updated family trees has captured people's imaginations. Furthermore, lifestyle tests that analyze genetic samples to assess personal health risks and provide customized nutrition or fitness recommendations based on our DNA are enabling preventive healthcare based on our unique biology.
  • Integration of Imaging Technologies: Continued advancements in imaging technologies like high-resolution computed tomography (CT) scans and positron emission tomography (PET) scans offer opportunities for improved pre-operative planning, precise tumor localization, and accurate staging of lung cancer. These technologies enhance the success of surgical interventions. For instance, on May 17, 2023, Koninklijke Philips N.V., a global medical device company, announced the launch of an AI-powered CT system to accelerate routine radiology and high-volume screening programs.
  • Increasing adoption of inorganic growth strategies such as collaboration: Increasing adoption of inorganic growth strategies such as collaboration by the key players in the market is expected to drive the growth of the market over the forecast period. For instance, in July 2018, GSK, a pharmaceutical company, and 23andMe, a consumer genetics and research company, announced an exclusive four-year collaboration that will focus on the research and development of innovative new medicines and potential cures, using human genetics as the basis for discovery. The collaboration will combine 23andMe’s large-scale genetic resources and advanced data science skills with the scientific and medical knowledge and commercialization expertise of GSK.

Global Consumer Genomics Market Report Coverage

Report Coverage Details
Base Year: 2022 Market Size in 2023: US$ 1.23 Bn
Historical Data for: 2018 to 2021 Forecast Period: 2023 - 2030
Forecast Period 2023 to 2030 CAGR: 19.9% 2030 Value Projection: US$ 4.38 Bn
Geographies covered:
  • North America: U.S. and Canada
  • Latin America: Brazil, Argentina, Mexico, and Rest of Latin America
  • Europe: Germany, U.K., Spain, France, Italy, Russia, and Rest of Europe
  • Asia Pacific: China, India, Japan, Australia, South Korea, ASEAN, and Rest of Asia Pacific
  • Middle East & Africa: GCC Countries, Israel,  South Africa, North Africa, and Central Africa and Rest of Middle East
Segments covered:
  • By Product and Services: Consumables, Systems and Software
  • By Application: Diagnostics, Wellness and Nutrition, Personalized Medicine, Ancestry, Others
Companies covered:

Ancestry, Gene By Gene, Ltd. 23andMe,Inc., Color Genomics,Inc, Myriad Genetics,Inc, Mapmygenome, Positive Biosciences, Ltd, Futura Genetics, Helix OpCo LLC, MyHeritage Ltd., Pathway Genomics, Veritas, Amgen, Inc., Xcode Life, Diagnomics, Inc., Toolbox Genomics, SomaLogic, Inc., inui Health, AgeCurve, QuickCheck Health, Biomeb, Metabolomic Discoveries GmbH, Illumina, Inc., Genetic Technologies Limited

Growth Drivers:
  • Rising Interest in Personalized Healthcare
  • Advancing Technology
  • Increasing product launch
  • Falling Cost of Genomic Sequencing
Restraints & Challenges:
  • Accuracy and reliability concerns
  • Regulatory issues

Global Consumer Genomics Market Trends:

  • Direct-to-consumer model gaining traction: The direct-to-consumer model, where companies provide genetic testing directly to customers without requiring a physician order, is gaining significant traction in the global consumer genomics market. This model offers increased accessibility and convenience for consumers, as they can order genetic testing kits online and receive the results directly.
  • Customers increasingly preferring non-invasive sample collection methods: The trend of customers preferring non-invasive sample collection methods is having a significant influence on the global consumer genomics market. Traditionally, DNA collection involved drawing blood samples through a process that many people found unpleasant or uncomfortable. However, with new technologies, alternatives have emerged that avoid invasive blood collection. Companies are now offering options like saliva collection kits that allow customers to simply spit into a tube from the comfort of their own home. This makes the process much more user-friendly and appealing to a wider range of potential customers. No longer are medical personnel or equipment required to draw blood. Customers have full control over sample collection in a private setting without clinical associations. This increased convenience and ease of sample gathering have helped to drive more customers to try consumer genetics services out of curiosity to learn about their ancestry, health risks and other attributes revealed by DNA analysis.
  • Increased partnership: Increasing adoption of inorganic growth strategies such as partnership by the key players in the market is expected to drive the growth of the market over the forecast period. For instance, on November 23, 2023, Complete Genomics and Basepair, Inc., a life science company, announced a technology integration partnership to accelerate the analysis and interpretation of genomic data generated by Complete Genomics' DNBSEQTM sequencing platforms. The partnership gives Complete Genomics' customers the ability for seamless access to Basepair's bioinformatics platform deployed on Amazon Web Services (AWS) and use its easy-to-use point & click user interface to launch and orchestrate NGS workflows in the cloud, either by provisioning in their own accounts or via Basepair's hosted service.

Global Consumer Genomics Market Restraints:

  • Accuracy and reliability concerns: Accuracy and reliability concerns are one of the major factors restraining the growth of the global consumer genomics market. While direct-to-consumer genetic testing offers health and ancestry related insights to consumers, there are lingering doubts over the precision and dependability of results produced by some companies. This uncertainty arises due to various scientific as well as technical challenges in accurately analyzing DNA samples and interpreting genetic variants.
  • Regulatory issues: Regulatory issues continue to restrain the growth of the global consumer genomics market. With rapid innovations in genetic testing, concerns around privacy and fair usage of personal genomic data have increased. There are varying regulations around the use of direct-to-consumer genetic testing results and data storage across different countries and regions.

Counterbalance: More precise consumer genomics products and services should be developed.

Recent Developments

New product launches

  • On March 14, 2023, Illumina Inc., one of the global leaders in DNA sequencing and array-based technologies, announced the launch of its novel Illumina Complete Long Read technology. The high-performance, long-read, human whole-genome sequencing (WGS) assay, Illumina Complete Long Read Prep, Human – is compatible with Illumina NovaSeq X Plus, NovaSeq X, and NovaSeq 6000 Sequencing Systems. For the first time ever, it offers users access to both long- and short-read data on the same Illumina instrument. Illumina Complete Long Reads enables a simpler workflow with drastically reduced DNA input requirements compared to other long-read offerings.
  • In November 2022, Strand Life Sciences, a company steeped in genomics research, announced the rollout of their latest series of genomic assessments named Strand Genomic Wellness. Specifically crafted to support preventive health measures, these tests represent a proactive approach to wellness.


  • In August 2021, Genetic Technologies Limited, a company focused on genomics-based tests in health, wellness, and serious disease, announced the completion of its acquisition of EasyDNA, a DNA testing company. This acquisition gives Genetic Technologies Limited the platform to immediately access the global consumer genomics market in 40 countries.
  • In May 2020, The DNA Company, a direct-to-consumer genomics startup, announced the acquisition of My Pain Sensei, a digital therapeutic company. The technology from the two companies will be combined to form a new platform called My Next Health, which will use genomic information to help users get insights into preventing and managing chronic conditions.

Figure 2. Global Consumer Genomics Market Share (%), by Product and Service, 2023


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Top companies in Global Consumer Genomics Market

  • Ancestry
  • Gene By Gene, Ltd.
  • 23andMe,Inc.
  • Color Genomics,Inc
  • Myriad Genetics,Inc
  • Mapmygenome
  • Positive Biosciences, Ltd
  • Futura Genetics
  • Helix OpCo LLC
  • MyHeritage Ltd.
  • Pathway Genomics
  • Veritas
  • Amgen, Inc.
  • Xcode Life
  • Diagnomics, Inc.
  • Toolbox Genomics
  • SomaLogic, Inc.
  • inui Health
  • AgeCurve
  • QuickCheck Health
  • Biomeb
  • Metabolomic Discoveries GmbH
  • Illumina, Inc.
  • Genetic Technologies Limited

Definition: Consumer genetic testing provides people access to their genetic information without necessarily involving a healthcare provider or health insurance company in the process. Many companies currently offer direct-to-consumer genetic tests for a variety of purposes.

Frequently Asked Questions

Accuracy and reliability concerns and regulatory issues are the key factors hampering growth of the global consumer genomics market.

Rising Interest in personalized healthcare, advancing technology, increasing product launches, and falling cost of genomic sequencing are the major factors driving the global consumer genomics market growth.

Consumables is the leading product and service segment in the global consumer genomics market.

Ancestry, Gene By Gene, Ltd., 23andMe,Inc., Color Genomics,Inc, Myriad Genetics,Inc, Mapmygenome, Positive Biosciences, Ltd, Futura Genetics, Helix OpCo LLC, MyHeritage Ltd., Pathway Genomics, Veritas, Amgen, Inc., Xcode Life, Diagnomics, Inc., Toolbox Genomics, SomaLogic, Inc., inui Health, AgeCurve, QuickCheck Health, Biomeb, Metabolomic Discoveries GmbH, Illumina, Inc., Genetic Technologies Limited

North America is expected to lead the global consumer genomics market.

The CAGR of the global consumer genomics market is projected to be 19.9% from 2023 to 2030.

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