Direct-to-Consumer Laboratory Testing Market Size, Share & Trends Analysis Report By Product (Medical Genetic Laboratory Testing, Routine Clinical Laboratory Testing), By Test Type (Genetic Testing, COVID-19, Cancer, Diabetes Testing, Disease Risk Assessment Testing, Sexually Transmitted Disease Testing, Routine Testing, Complete Blood Count, CNS-related/Neurological Disease, Thyroid Stimulating Hormone Testing, Others), By Sample Type (Blood, Urine, Saliva, Others) and By Region(North America, Europe, APAC, Middle East and Africa, LATAM) Forecasts, 2024-2032

Market Overview

The global direct-to-consumer laboratory testing market size was valued at USD 3.10 billion in 2023. It is estimated to reach USD 6.32 billion by 2032, growing at a CAGR of 8.25% during the forecast period (2024–2032). The global direct-to-consumer laboratory testing market is growing strongly due to the widespread proliferation of telehealth services. Moreover, as there is a growing inclination towards convenience and accessibility owing to the hectic lifestyle of people worldwide, the adoption of DTC laboratory testing increases, thereby boosting market growth. 

Direct-to-consumer (DTC) laboratory testing is a system where individuals can directly request and obtain specific medical tests from a laboratory without a healthcare provider's participation. This method enables customers to proactively manage their health by acquiring laboratory test results without initially visiting a doctor's office. DTC laboratory testing allows companies to give customers various tests that can be requested without needing a prescription from a healthcare physician.

Tests can be conducted on different samples, including blood, urine, saliva, or nasopharyngeal swabs, and the outcomes can be accessed through online platforms or provided to the consumer via email, phone, or mail. This model aims to enhance the healthcare sector's simplicity of use, convenience, and clarity. DTC laboratory testing serves multiple applications, including genetic testing, illness risk evaluation, regular screening, wellness monitoring, and identification of infections like COVID-19.

Market Dynamics

Global direct-to-consumer laboratory testing market drivers

Increasing adoption of telehealth services

The expansion of telehealth services has combined effectively with direct-to-consumer (DTC) testing. Telehealth services are more closely integrated with direct-to-consumer (DTC) laboratory testing to provide full healthcare solutions. Patients can remotely communicate with healthcare providers, discuss their symptoms, and obtain direction for required testing. Thereafter, users can request direct-to-consumer (DTC) tests to monitor specific health indicators, while healthcare experts can remotely assess and analyze the findings. According to a McKinsey analysis from February 2022, based on research completed in the previous year, 55% of patients expressed a much higher level of satisfaction with teleconsultations and telehealth care compared to face-to-face treatment.

Additionally, as per the survey above, 36% of clinicians concurred that telehealth services were more convenient than in-person alternatives. Moreover, telehealth has gained significant popularity among millennials, and the increasing size of this generation has a favorable impact on telehealth services. A study conducted by GlobalMed revealed that approximately 74% of millennials preferred teleconsultations due to the convenience and immediacy they offer, as opposed to in-person meetings. Therefore, the increasing utilization of telehealth services is fueling the expansion of the global market.

Increased convivence and accessibility 

Another factor that drives the DTC laboratory testing market is the convenience and ease of access to DTC laboratory testing. Consumers can conveniently purchase tests online, eliminating the necessity of consulting doctors or scheduling appointments at the laboratory. Testing can be conducted at home or a local collection point, with prompt and effortless access to the results. DTC laboratory testing offers a more efficient and cost-effective alternative to standard laboratory testing, often requiring many visits, consultations, and follow-ups.

DTC laboratory testing allows consumers to maintain privacy and confidentiality regarding their health information, allowing them to avoid sharing it with healthcare professionals or insurance if they so desire. The simplicity and accessibility of direct-to-consumer (DTC) laboratory testing quickly attract many customers, particularly in emerging nations with inadequate healthcare infrastructure and access. These factors drive the global market.

Global direct-to-consumer laboratory testing market restraint

Lack of regulation and standardization 

A significant limitation of the DTC laboratory testing market is the need for more regulation and uniformity in DTC laboratory testing. Direct-to-consumer (DTC) laboratory testing needs to have the same level of regulatory monitoring and quality control as conventional laboratory testing, potentially undermining test results' accuracy, validity, and reliability.

DTC laboratory testing can raise ethical, legal, and social concerns. These include the possibility of the test findings being misused or misinterpreted, the absence of informed consent and counseling, the potential for privacy violations or discrimination, and the potential impact on the doctor-patient relationship. The Baylor College of Medicine Center for Medical Ethics and Health Policy in Houston conducted research and discovered that, of the 21 U.S. companies offering direct-to-consumer (DTC) lab tests, less than half claimed to be adhering to HIPAA regulations, and less than a quarter provided specific guidelines for the preservation of biological samples.

Global direct-to-consumer laboratory testing market opportunities

Strategic initiatives by the key players

The key players in the direct-to-consumer laboratory testing market are working on various strategic initiatives, such as joint ventures, acquisitions, product launches, fundraising, etc., to enhance their market position and improve customer service. For instance, in April 2019, EverlyWell, a business that offers lab testing directly to consumers, secured a USD 50 million funding round. The company aims to enhance its digital platform and establish more retail partnerships to increase the availability of its at-home testing options.

In addition, in September 2022, Innovative Health Diagnostics (IHD), a laboratory certified by the Clinical Laboratory Improvement Amendments (CLIA) and the Food and Drug Administration (FDA), announced the availability of two diagnostic tests that can be purchased online by the general public for use at home. IHD allows the general public to purchase two top at-home tests from the company's website: the Anti-Mullerian Hormone (AMH) and COVID-19 Neutralizing Antibody (CNAB) tests. These initiatives are anticipated to generate opportunities for market expansion.

Regional Analysis

Based on region, the global direct-to-consumer laboratory testing market is bifurcated into North America, Europe, Asia-Pacific, Latin America, and the Middle East and Africa. 

North america dominates the global market

North America is the most significant global direct-to-consumer laboratory testing market shareholder and is expected to expand substantially during the forecast period. This dominance can be ascribed to several factors, including the extensive consumer awareness and demand for personalized healthcare, the presence of numerous direct-to-consumer (DTC) laboratory testing providers and laboratories, the favorable reimbursement policies and regulatory environment, and the high prevalence of chronic and infectious diseases. For instance, in North America, 60% of individuals in the United States and 44% of adults in Canada have at least one chronic illness, such as stroke, heart disease, diabetes, or cancer. Due to the increase in chronic illnesses and the vulnerable geriatric population, there is a growing demand for diagnostic tests. This has led to a need for direct-to-consumer laboratory testing in North America, as these tests are more convenient and readily accessible to consumers.

Moreover, the population living in the North American region exhibits a high level of technological proficiency and sophistication, resulting in an increased use of telehealth services in the region. Based on the 2019 Definitive Healthcare data, telehealth services were provided by approximately 33 percent of inpatient hospitals and 45 percent of outpatient clinics. As a result, the COVID-19 pandemic and a persistent curiosity about easily accessible healthcare options have sped up the quick and broad adoption of telehealth services throughout the industry. By 2020, approximately 75 percent of hospitals in the United States had adopted telehealth and telemedicine systems, representing a significant 42 percent surge compared to the utilization in 2019. As a result, all of these factors contribute to the expansion of the regional market.

Asia-Pacific is expected to experience the highest growth rate in the global DTC laboratory testing market over the forecast period. This is due to increasing disposable income and healthcare spending, the improvement in healthcare facilities and accessibility, the increasing population and urbanization, and the growing prevalence of lifestyle-related and infectious diseases in the region. Moreover, the regional market participants are launching innovative testing in the direct-to-consumer (D2C) segment to strengthen their market position.

For instance, in November 2023, Genefitletics, a biotech business headquartered in New Delhi, India, introduced ORAHYG, an at-home oral microbiome functional activity test. They assert that it is the sole test of its kind accessible in Asia. The ORAHYG test, a direct-to-consumer test, utilizes a saliva sample that may be collected by a healthcare professional or an individual in their own home. The sample is further processed using Genefitletics' gene sequencing platform, and the resulting biological data set is incorporated into an informatics program. These factors contribute to the growth of the regional market.

Segmental Analysis

The global direct-to-consumer laboratory testing market is bifurcated into product, test type, and sample type.

Based on product, the global direct-to-consumer laboratory testing market is bifurcated into medical genetic laboratory testing and routine clinical laboratory testing.

Medical genetic laboratory testing entails examining an individual's DNA, RNA, or proteins to detect genetic variants or mutations that could be linked to particular health conditions, traits, or susceptibilities. Genetic testing has a broad use, encompassing inherited illnesses such as cystic fibrosis and Huntington's disease, susceptibility to specific malignancies, pharmacogenetics for predicting treatment response, and other conditions. The increase in the prevalence of various genetic illnesses is anticipated to stimulate the expansion of this segment.

Based on test type, the global direct-to-consumer laboratory testing market is divided into genetic testing, COVID-19 testing, cancer testing, diabetes testing, disease risk assessment testing, sexually transmitted disease testing, routine testing, complete blood count, CNS-related/neurological disease testing, thyroid stimulating hormone testing, and others.

Diabetes testing entails evaluating blood glucose levels to determine the body's capacity to control blood sugar. Diabetes testing is essential for the timely identification and control of diabetes. Effective monitoring enables persons with diabetes and healthcare providers to modify treatment strategies, sustain ideal blood glucose levels, and mitigate the likelihood of diabetes-related problems. The market participants are launching new direct-to-consumer (DTC) services for diabetes testing, which is fueling the expansion of this particular market segment.

For instance, in October 2023, Dr. Reddy's Laboratories Ltd. introduced 'Celevida Wellness,' an e-commerce website directly targeting diabetic sufferers. This initiative was launched by their wholly-owned subsidiary, Svaas Wellness Limited. The business stated that 'Celevida Wellness' intends to serve as a comprehensive solution for tailored diabetic treatment for Type 2 diabetic and pre-diabetic patients.

Based on sample type, the global direct-to-consumer laboratory testing market is bifurcated into saliva, urine, blood, and others.

Blood is frequently utilized as a sample for testing in laboratories due to its ability to provide useful insights into the organism's general well-being and physiological functions. Blood is a conduit for transporting nutrients, oxygen, hormones, and waste products throughout the body, rendering it a valuable reservoir of data for medical diagnostics. Blood can be readily and relatively non-invasively acquired via venipuncture, which involves extracting blood from a vein. This characteristic renders it a convenient sample for regular testing.

In addition, blood flows uniformly across the body. Therefore, alterations in its composition offer valuable information on diverse systemic illnesses, such as infections, metabolic disorders, and hormonal imbalances. These factors will stimulate the expansion of the blood segment over the forecast period.

Recent Developments

• July 2023- Quest Diagnostics, the dominant provider of diagnostic information services, introduced its first consumer-initiated genetic test. This test is now only accessible through the company's consumer health division at questhealth.com. The new service, Genetic Insights, utilizes innovative technology and comprehensive assistance to provide individuals with an understanding of their susceptibility to specific genetic health disorders.
• July 2023- Quest Diagnostics recently introduced a novel direct-to-consumer blood test that can detect abnormal levels of beta-amyloid, a crucial protein associated with Alzheimer's disease. This test is capable of identifying the presence of beta-amyloid even before the onset of dementia symptoms. The AD-Detect test, priced at USD 399, utilizes identical technology to a blood test that the company commenced marketing to medical professionals in early 2022.