23andMe has competitors: AncestryDNA, National Geographic DNA, and Color Genomics, just to name a few. These are debatably the most popular, but there are thousands more companies within the market that could gain more momentum depending on the progression of genetic testing capabilities.
23andMe has two different options of testing: a $99 test that only determines ancestry and a $199 test that determines ancestry and also involves a health component. The ancestry portion is based on the genotyping technique, which pulls out specific pieces of DNA and puts them together. These reports show an individual’s complete ancestry composition (the geographic regions precisely with which the person’s genes align), haplogroups (genetic populations that share a common ancestor), and general Neanderthal ancestry. In February 2018, the company updated its reports to provide even more precise ancestral information offering specific countries, whereas before it would only provide regional information. For an additional $100, the user can also gain information about physical traits, wellness, and certain genetic mutation carrier statuses. The FDA recently allowed 23andMe to begin providing reports about genetic risks for Alzheimer’s, Parkinson’s, breast cancer, and many others. The health test has more than 80 reports, and there are always more being added. Because the user only has to pay a one-time lump sum of $199 for the ancestry and health reports, it seems that this option has the better value because it is always providing new information without additional costs.
AncestryDNA reports do not involve a health component, but the ancestral information that they provide is much more specific than that of 23andMe. The reports show where the user’s family originates and also shows how that lineage could provide connections to potential ancestors. The location reports are as specific as they are for 23andMe, but it allows the user to curate a family tree for the price of $99, where 23andMe’s $99 test does not possess that capability.
The National Geographic DNA test, called Geno 2.0, costs $99.95 and uses a different type of technology than the genotyping utilized by both 23andMe and AncestryDNA. Geno 2.0 uses next-generation sequencing that looks at the protein-encoding parts of the genome, known as the exome. Based on this, the test provides three reports. The first one is regional ancestry, which is not as specific as 23andMe or AncestryDNA because next-generation sequencing only analyzes 2% of the 3 billion base pairs of DNA within the human genome. The second report, deep ancestry, shows the user’s ancestors’ migration patterns from thousands of years ago. The third report involves Hominin ancestry. Much like 23andMe, the user can see from this report how much DNA they have in common with a Neanderthal.
Color Genomics differs from all three of these tests in that it is physician-ordered, whereas 23andMe is a direct-to-consumer test. With the test results come complementary genetic counseling. The results are actionable, meaning that there are concrete clinical guidelines to follow with the help of a physician if the user receives a positive result for a genetic mutation risk. Like Geno 2.0, Color Genomic uses next-generation sequencing.
23andMe is one of the BIG fish when it comes to personalized genomics, however because it is still evolving a defined leader hasn’t been decided. All of tests provide slightly different reports so consumer preferences differ as well. Some people might choose 23andMe over others because it gives a comprehensive report of both personal ancestry and health/wellness. Some may choose AncestryDNA because it provides more specific connections to individual ancestors. Someone might purchase Geno 2.0 because of the next-generation sequencing technology. It all depends on the needs and wants of the consumer herself. While there is constant competition in the industry, all the tests do slightly different things so there isn’t one that dominates the personalized genomics industry.
Final project 