Abstract
Mars Petcare introduced the first direct-to-consumer domestic dog genetic test in 2009 and Basepaws introduced the first direct-to-consumer cat genetic test in 2016. Social science research has evaluated numerous aspects of the human direct-to-consumer market, yet no such exploration has evaluated the occurrence of pet owners pursuing pet genetic tests. Using a mixed methods approach, we conducted an exploratory content analysis of direct-to-consumer pet genetic company webpages and consumer reviews shared on Amazon. Initial data reviews indicated some companies may be key industry players, relative to others. Our results present content frequency for each group (key industry players, all other companies), though the primary themes for each remained the same. Analysis showed genetic companies are primarily sharing product and purchasing information, along with trustworthiness to establish the merit of the company and their products. Companies also used statements directed towards pet owners that are suggestive of both pets and “pet parents” benefiting from the test results. The primary themes identified in consumer reviews involved consumers sharing their perception about the tests (e.g., accuracy), what aspects of the test results they focused on (e.g., breed information), and experiences with using the test (e.g., ease of use). Amazon reviews were primarily positive, though the companies with smaller review numbers had higher percentages of negative and ambiguous sentiments. Of interest, reviews most often indicated tests were being used to determine a pet’s breed identity, while companies most frequently promoted the health advantages of using their products. Reviews revealed some consumers respond to tests by sharing their pet’s results with someone or by altering their pet’s care. Considering these results in addition to the growing popularity of this industry and the advancements of genomic technology, further research is needed to determine the role pet genetic testing may have in society and on human-animal relationships.
Highlights
The personal genomic industry has skyrocketed since the human, dog, and cat genomes were sequenced in the first decade of the 21st century
This determination was based off initial exploratory steps to find pet genetic companies (e.g., [23]) and the representativeness of each company in the consumer review sample
Consumer indicates their use of the genetic test to interpret behavioral and/ I felt like the kitten had all the characteristics of a or health outcomes; breed composition; or other outcomes not related to Russian blue but couldn’t be sure unless I got the breed, behavior, or health
Summary
The personal genomic industry has skyrocketed since the human, dog, and cat genomes were sequenced in the first decade of the 21st century. The global market for human genetic testing. Exploratory content analysis of direct-to-consumer pet genomics is projected to reach $28.5 billion by 2026 [1] and the animal genetic market was valued at $990 million in 2020 [2]. Mars Petcare developed the first canine DNA test in 2007, requiring a veterinarian to perform in clinical settings [3]. Following in the steps of the human market, Mars moved to a direct-to-consumer (DTC) platform citing veterinarians as a hinderance to high consumer demands for pet DNA tests [4]. The social and ethical implications for both the human and pet DTC genetic industries are controversial, though research has primarily focused on the human-use market. The scholarly literature on DTC pet genomics consists of commentary or theoretical perspectives (e.g., [5]). The present study utilizes current research on human-pet dynamics and the DTC human genetic test market to inform the theoretical framework and make inferences about the parallels between human and companion animal DTC genetic testing (DTC-GT)
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