The at-home genetic testing market was valued at $2.19 billion in 2023 and is estimated to reach $20.16 billion by 2035, exhibiting a CAGR of 20.3% from 2024 to 2035. At-home genetic testing refers to a consumer-accessible method for analyzing genetic information using a sample, typically saliva or a cheek swab, collected at home and sent to a laboratory for analysis. The mechanism of action involves DNA extraction from the provided sample, followed by amplification using polymerase chain reaction (PCR) or sequencing technologies like Next-Generation Sequencing (NGS) or microarrays to identify genetic variations, mutations, or predispositions to certain traits or diseases.
The processed data is then interpreted and delivered to the consumer through an online portal or a report. The advantages of at-home genetic testing include convenience, as it eliminates the need for clinic visits; accessibility, allowing individuals to explore their genetic makeup without medical referrals; and personalized insights into ancestry, health risks, and potential drug responses. Additionally, some tests offer actionable health recommendations, enabling early interventions and lifestyle modifications to manage genetic predispositions effectively. One of the primary drivers of the at-home genetic testing market is the growing incidence of genetic disorders and chronic diseases such as cancer, cardiovascular diseases, and diabetes. Many of these conditions have a hereditary component, prompting individuals to seek genetic testing to determine their risk. The rise in prevalence of cancer is a major factor contributing to the growth of the at-home genetic testing market. According to the World Health Organization (WHO), cancer cases are projected to reach 35 million by 2050, marking a 77% increase from 20 million cases in 2022.
This growing incidence of cancer increased the demand for diagnostic options, including at-homegenetic testing. In addition, consumers are becoming more proactive about their health, seeking preventive care solutions and personalized medical insights, which thereby drives the demand for genetic testing. At-home genetic testing allows individuals to understand their genetic predisposition to various conditions and make informed lifestyle and healthcare decisions. Personalized medicine is gaining traction, with genetic testing helping tailor treatments based on a person’s unique genetic makeup. For instance, pharmacogenomic testing helps determine how an individual responds to certain medications, optimizing drug efficacy and reducing adverse effects. However, the lack of standardized regulations across different countries creates uncertainty in the market. Another significant limitation is the accuracy and reliability of at-home genetic tests compared to clinical genetic testing. Many at-home tests provide limited interpretations and may not account for environmental or lifestyle factors, leading to misleading or inconclusive results thereby restricting the market growth.
On the other hand, rise in technological advancements in genetic testing, increase in consumer awareness, and the rise in demand for personalized healthcare provides an opportunity for market growth. The expansion of direct-to consumer (DTC) genetic testing allows companies to reach a broader audience, offering tests for disease risk assessment, ancestry, nutrition, fitness, and pharmacogenomics. The at-home genetic testing market is segmented into type, application, and region. By type, the market is segmented into carrier test, nutrigenomics test, predictive and presymptomatic test, ancestry, and others. By application, the market is segregated into cancer diagnosis, genetic disease diagnosis, ancestry, and others. Region wise, the market is analyzed across North America (U.S., Canada, and Mexico), Europe (Germany, France, UK, Italy, Spain, and rest of Europe), Asia-Pacific (Japan, China, India, Australia, South Korea, and rest of Asia-Pacific), and LAMEA (Brazil, South Africa, Saudi Arabia, and Rest of LAMEA).
Major key players that operate in the global at-home genetic testing market are Myriad Genetics, Inc., Ancestry, Gene by Gene, Ltd., MyHeritage Ltd., Prenetics Global Limited, Color Health, Inc., Living DNA Ltd., 23andMe Holding Co., Rhythm Biosciences, and Mapmygenome. Key players operating in the market have adopted product launch and partnership as their key strategies to expand their product portfolio. For instance, in May 2024, Color Health announced partnerships with SkinIO and Bexa to integrate their distributed solutions for skin cancer screening and breast cancer early detection into Color's Virtual Cancer Clinic. With the addition of new, innovative screening technologies, Color is building on its program for employers to significantly increase cancer screening and detection rates and manage cancer holistically. Through Bexa, examinations for breast cancer can be conveniently accessible at worksites across all 50 U.S. states, and with SkinIO, screenings for skin cancer are available to anyone with a smartphone.
The processed data is then interpreted and delivered to the consumer through an online portal or a report. The advantages of at-home genetic testing include convenience, as it eliminates the need for clinic visits; accessibility, allowing individuals to explore their genetic makeup without medical referrals; and personalized insights into ancestry, health risks, and potential drug responses. Additionally, some tests offer actionable health recommendations, enabling early interventions and lifestyle modifications to manage genetic predispositions effectively. One of the primary drivers of the at-home genetic testing market is the growing incidence of genetic disorders and chronic diseases such as cancer, cardiovascular diseases, and diabetes. Many of these conditions have a hereditary component, prompting individuals to seek genetic testing to determine their risk. The rise in prevalence of cancer is a major factor contributing to the growth of the at-home genetic testing market. According to the World Health Organization (WHO), cancer cases are projected to reach 35 million by 2050, marking a 77% increase from 20 million cases in 2022.
This growing incidence of cancer increased the demand for diagnostic options, including at-homegenetic testing. In addition, consumers are becoming more proactive about their health, seeking preventive care solutions and personalized medical insights, which thereby drives the demand for genetic testing. At-home genetic testing allows individuals to understand their genetic predisposition to various conditions and make informed lifestyle and healthcare decisions. Personalized medicine is gaining traction, with genetic testing helping tailor treatments based on a person’s unique genetic makeup. For instance, pharmacogenomic testing helps determine how an individual responds to certain medications, optimizing drug efficacy and reducing adverse effects. However, the lack of standardized regulations across different countries creates uncertainty in the market. Another significant limitation is the accuracy and reliability of at-home genetic tests compared to clinical genetic testing. Many at-home tests provide limited interpretations and may not account for environmental or lifestyle factors, leading to misleading or inconclusive results thereby restricting the market growth.
On the other hand, rise in technological advancements in genetic testing, increase in consumer awareness, and the rise in demand for personalized healthcare provides an opportunity for market growth. The expansion of direct-to consumer (DTC) genetic testing allows companies to reach a broader audience, offering tests for disease risk assessment, ancestry, nutrition, fitness, and pharmacogenomics. The at-home genetic testing market is segmented into type, application, and region. By type, the market is segmented into carrier test, nutrigenomics test, predictive and presymptomatic test, ancestry, and others. By application, the market is segregated into cancer diagnosis, genetic disease diagnosis, ancestry, and others. Region wise, the market is analyzed across North America (U.S., Canada, and Mexico), Europe (Germany, France, UK, Italy, Spain, and rest of Europe), Asia-Pacific (Japan, China, India, Australia, South Korea, and rest of Asia-Pacific), and LAMEA (Brazil, South Africa, Saudi Arabia, and Rest of LAMEA).
Major key players that operate in the global at-home genetic testing market are Myriad Genetics, Inc., Ancestry, Gene by Gene, Ltd., MyHeritage Ltd., Prenetics Global Limited, Color Health, Inc., Living DNA Ltd., 23andMe Holding Co., Rhythm Biosciences, and Mapmygenome. Key players operating in the market have adopted product launch and partnership as their key strategies to expand their product portfolio. For instance, in May 2024, Color Health announced partnerships with SkinIO and Bexa to integrate their distributed solutions for skin cancer screening and breast cancer early detection into Color's Virtual Cancer Clinic. With the addition of new, innovative screening technologies, Color is building on its program for employers to significantly increase cancer screening and detection rates and manage cancer holistically. Through Bexa, examinations for breast cancer can be conveniently accessible at worksites across all 50 U.S. states, and with SkinIO, screenings for skin cancer are available to anyone with a smartphone.
Key Benefits for Stakeholders
- This report provides a quantitative analysis of the market segments, current trends, estimations, and dynamics of the at-home genetic testing market analysis from 2023 to 2035 to identify the prevailing at-home genetic testing market opportunities.
- The market research is offered along with information related to key drivers, restraints, and opportunities.
- Porter's five forces analysis highlights the potency of buyers and suppliers to enable stakeholders make profit-oriented business decisions and strengthen their supplier-buyer network.
- In-depth analysis of the at-home genetic testing market segmentation assists to determine the prevailing market opportunities.
- Major countries in each region are mapped according to their revenue contribution to the global market.
- Market player positioning facilitates benchmarking and provides a clear understanding of the present position of the market players.
- The report includes the analysis of the regional as well as global at-home genetic testing market trends, key players, market segments, application areas, and market growth strategies.
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Key Market Segments
By Application
- Cancer Diagnosis
- Genetic Disease Diagnosis
- Ancestry
- Others
By Type
- Carrier Test
- Predictive and Presymptomatic Testing
- Nutrigenomics Testing
- Ancestry
- Others
By Region
- North America
- U.S.
- Canada
- Mexico
- Europe
- Germany
- France
- UK
- Italy
- Spain
- Rest of Europe
- Asia-Pacific
- Japan
- China
- India
- Australia
- South Korea
- Rest of Asia-Pacific
- LAMEA
- Brazil
- South Africa
- Saudi Arabia
- Rest of LAMEA
Key Market Players
- Myriad Genetics, Inc.
- Ancestry
- MyHeritage Ltd.
- Color Health, Inc.
- Living DNA Ltd.
- Gene by Gene, Ltd.
- Prenetics Global Limited
- 23andMe Holding Co.
- Rhythm Biosciences
- Mapmygenome
Table of Contents
CHAPTER 1: INTRODUCTION
CHAPTER 2: EXECUTIVE SUMMARY
CHAPTER 3: MARKET OVERVIEW
CHAPTER 4: AT-HOME GENETIC TESTING MARKET, BY TYPE
CHAPTER 5: AT-HOME GENETIC TESTING MARKET, BY APPLICATION
CHAPTER 6: AT-HOME GENETIC TESTING MARKET, BY REGION
CHAPTER 7: COMPETITIVE LANDSCAPE
CHAPTER 8: COMPANY PROFILES
LIST OF TABLES
LIST OF FIGURES
Companies Mentioned
- Myriad Genetics, Inc.
- Ancestry
- MyHeritage Ltd.
- Color Health, Inc.
- Living DNA Ltd.
- Gene by Gene, Ltd.
- Prenetics Global Limited
- 23andMe Holding Co.
- Rhythm Biosciences
- Mapmygenome
Methodology
The analyst offers exhaustive research and analysis based on a wide variety of factual inputs, which largely include interviews with industry participants, reliable statistics, and regional intelligence. The in-house industry experts play an instrumental role in designing analytic tools and models, tailored to the requirements of a particular industry segment. The primary research efforts include reaching out participants through mail, tele-conversations, referrals, professional networks, and face-to-face interactions.
They are also in professional corporate relations with various companies that allow them greater flexibility for reaching out to industry participants and commentators for interviews and discussions.
They also refer to a broad array of industry sources for their secondary research, which typically include; however, not limited to:
- Company SEC filings, annual reports, company websites, broker & financial reports, and investor presentations for competitive scenario and shape of the industry
- Scientific and technical writings for product information and related preemptions
- Regional government and statistical databases for macro analysis
- Authentic news articles and other related releases for market evaluation
- Internal and external proprietary databases, key market indicators, and relevant press releases for market estimates and forecast
Furthermore, the accuracy of the data will be analyzed and validated by conducting additional primaries with various industry experts and KOLs. They also provide robust post-sales support to clients.
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