# Startup Genetics The direct-to-consumer model finds new applications with DNA-specific wellness. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jun 13, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/startup-genetics ## Key Figures - Trend score: 4.3/10 - Evidence articles: 4 ## What is the Startup Genetics trend? **Startup Genetics:** As consumers look to act on newly gained knowledge made easily accessible by data-powered smartphones, biotech startups are emerging to offer DNA-specific wellness solutions that are at times controversial in nature. In particular, this progression highlights the adaptable nature of the health and wellness movement and the opening up of various markets as the direct-to-consumer model expands to new categories. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 20 to Dec 3, 2016 - Published: Jun 13, 2017 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Artificial Intelligence](https://www.trendhunter.com/megatrend/artificial-intelligence), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Startup Genetics trend ### DNA-Specific Wellness The direct-to-consumer model is expanding into new markets, such as personalized nutrition and supplement services that use genomics to provide consumers with specific recommendations to improve health and wellbeing. ### Full Genome Sequencing Consumers now have access to full genome sequencing through smartphones, allowing them to make personalized decisions about lifestyle choices and disease prevention. ### AI-Driven Lifestyle Coaching Artificial intelligence is being used to provide easy-to-follow instructions on improving health and wellness, based on an analysis of individual genetic data. ## What the Startup Genetics trend means for industry ### For Health & Wellness The health and wellness industry can benefit from offering DNA-specific products and services, personalized supplements and vitamins, and genomics-powered wellness tracking and coaching. ### For Genomics Companies that offer genetic testing, full genome sequencing, and DNA analysis services can leverage the growing demand for genomics-powered startup ideas and direct-to-consumer models. ### For AI and Machine Learning The fields of AI and machine learning can be applied in the Health & Wellness industry for analyzing genetic data and providing personalized coaching services based on individual needs and preferences. ## Workshop question How can you get closer to consumers by leveraging elements of the direct-to-consumer model? ## Trend signals for Startup Genetics Trend score 4.3 out of 10, from popularity 73%, activity 50%, freshness 8%. - Popularity: 73% - Activity: 50% - Freshness: 8% ## Examples of the Startup Genetics trend 4 featured examples from Apr 20 to Dec 3, 2016. - [Genetic Lifestyle Guidance](https://www.trendhunter.com/trends/lifestyle-coach): The DNA Lifestyle Coach Uses AI Technology To Help You Achieve Wellness (Category: Lifestyle) Implication: The healthcare industry can leverage genetic lifestyle guidance, powered by AI, to provide personalized recommendations and improve patient outcomes. - [Genetic Nutrition Kits](https://www.trendhunter.com/trends/genetic-test): ORIG3N's LIFEPROFILE FUEL Assesses One's Food Needs Based on DNA (Category: Lifestyle) Implication: The personalized genetic insights provided by LIFEPROFILE FUEL create disruptive innovation opportunities in healthcare and wellness industries. - [Personalized Supplement Services](https://www.trendhunter.com/trends/vitamins-and-supplements): The 'Care/of' Vitamins and Supplements are Tailored to Your Needs (Category: Lifestyle) Implication: Disruptive innovation opportunity: Integrating technology to enhance the wellness and nutrition industry. - [Genetics-Revealing Apps](https://www.trendhunter.com/trends/full-genome-sequencing): myGenome Makes Your Full Genome Sequencing Available via Your Smartphone (Category: Tech) Implication: The healthcare industry can leverage the data and insights from smartphone apps like myGenome to develop personalized treatment plans and proactive disease management strategies. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)