---
title: "DNA test kit brands: Which are searched most?"
description: "Compare the brands people buy DNA test kits from for ancestry and health reports. Share of Search among Ancestry, 23andMe, FamilyTreeDNA, MyHeritage, Living DNA and Nebula Genomics, the DNA test kit brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/dna-test-kit-brands"
publisher: "Brandwave"
---

# DNA test kit brands: Which are searched most?

Compare the brands people buy DNA test kits from for ancestry and health reports. Share of Search among Ancestry, 23andMe, FamilyTreeDNA, MyHeritage, Living DNA and Nebula Genomics, the DNA test kit brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: DNA test kit brands
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Ancestry, 50%

## Which brand is most popular in search among DNA test kit brands worldwide?

- In September 2026, Ancestry was the most searched among DNA test kit brands worldwide, with an estimated 450K branded searches, 50% of all searches for the six we track.
- 23andMe is in 2nd place, 16.6 percentage points behind at 33.5%.
- Across the 12 months ending September 2026, Ancestry’s share of searches among DNA test kit brands worldwide increased from 38.5% to 50%.
- Across the 12 months ending September 2026, 23andMe’s share of searches among DNA test kit brands worldwide decreased from 47.1% to 33.5%.
- Across the 12 months ending September 2026, FamilyTreeDNA’s share of searches among DNA test kit brands worldwide increased from 6.3% to 8.2%.
- Across the 12 months ending September 2026, Ancestry’s share of searches among DNA test kit brands worldwide peaked at 54.2% in August 2026 and was lowest at 37.9% in November 2025.
- Across the 12 months ending September 2026, 23andMe’s share of searches among DNA test kit brands worldwide peaked at 47.1% in October 2025 and was lowest at 29.7% in August 2026.
- Across the 12 months ending September 2026, FamilyTreeDNA’s share of searches among DNA test kit brands worldwide peaked at 8.2% in September 2026 and was lowest at 5.8% in December 2025.
- Across the 12 months ending September 2026, MyHeritage’s share of searches among DNA test kit brands worldwide peaked at 8.2% in July 2026 and was lowest at 5.7% in June 2026.
- Across the 12 months ending September 2026, Ancestry rose from 2nd to 1st among DNA test kit brands worldwide.
- Across the 12 months ending September 2026, 23andMe fell from 1st to 2nd among DNA test kit brands worldwide.
- Across the 12 months ending September 2026, MyHeritage, Living DNA and Nebula Genomics held steady: their share of searches among DNA test kit brands worldwide each moved less than 0.5 percentage points.

## Top DNA test kit brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Ancestry and FamilyTreeDNA appeared every time. Ancestry was recommended most often, coming first in every answer. MyHeritage was second, and 23andMe was third. Nebula Genomics, which ranked sixth in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Ancestry | 1st | 3 of 3 | 1 of 1 | 4 of 4 |
| MyHeritage | 2nd | 2 of 3 | 1 of 1 | 3 of 4 |
| 23andMe | 3rd | 3 of 3 | 0 of 1 | 3 of 4 |
| FamilyTreeDNA | 4th | 3 of 3 | 1 of 1 | 4 of 4 |
| Living DNA | 5th | 1 of 3 | 0 of 1 | 1 of 4 |
| Nebula Genomics | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about DNA test kit brands

- Asked ChatGPT "Which DNA test kit should I buy?": 1. Ancestry, 2. 23andMe, 3. FamilyTreeDNA
- Asked ChatGPT "What are the best DNA test kits?": 1. Ancestry, 2. 23andMe, 3. MyHeritage, 4. FamilyTreeDNA, 5. Living DNA
- Asked ChatGPT "What's the best DNA test for finding out my ancestry?": 1. Ancestry, 2. MyHeritage, 3. FamilyTreeDNA, 4. 23andMe
- Searched Google, AI Overview "dna test": 1. Ancestry, 2. MyHeritage, 3. FamilyTreeDNA

Not named in any answer: Nebula Genomics.

Brands are listed in the order each answer named them. The answers were collected in the United States on October 22, 2026.

## Compare search popularity between leading brands

- [Ancestry vs 23andMe: compare search popularity](/demand/global-en/compare/23andme-vs-ancestry): 50% against 33.5% Share of Search.
- [Ancestry vs FamilyTreeDNA: compare search popularity](/demand/global-en/compare/ancestry-vs-familytreedna): 50% against 8.2% Share of Search.
- [Ancestry vs MyHeritage: compare search popularity](/demand/global-en/compare/ancestry-vs-myheritage): 50% against 6.7% Share of Search.
- [23andMe vs FamilyTreeDNA: compare search popularity](/demand/global-en/compare/23andme-vs-familytreedna): 33.5% against 8.2% Share of Search.
- [23andMe vs MyHeritage: compare search popularity](/demand/global-en/compare/23andme-vs-myheritage): 33.5% against 6.7% Share of Search.
- [FamilyTreeDNA vs MyHeritage: compare search popularity](/demand/global-en/compare/familytreedna-vs-myheritage): 8.2% against 6.7% Share of Search.

## How did search popularity change for DNA test kit brands worldwide in September 2026?

- In September 2026, 23andMe gained share of searches among DNA test kit brands worldwide, from 29.7% to 33.5%.
- In September 2026, FamilyTreeDNA gained share of searches among DNA test kit brands worldwide, from 7.3% to 8.2%.
- In September 2026, Ancestry lost share of searches among DNA test kit brands worldwide, from 54.2% to 50%.
- In September 2026, MyHeritage lost share of searches among DNA test kit brands worldwide, from 7.3% to 6.7%.
- Estimated monthly branded searches for Nebula Genomics worldwide fell 45.7% over 12 measured months, from 8.1K to 4.4K in September 2026.
- Estimated monthly branded searches for Living DNA worldwide fell 18.2% over 12 measured months, from 12.1K to 9.9K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Ancestry | 50% | 450K | -18.2% | Ancestry |
| 2 | 23andMe | 33.5% | 301K | 0.0% | 23andMe |
| 3 | FamilyTreeDNA | 8.2% | 74K | 0.0% | FamilyTreeDNA |
| 4 | MyHeritage | 6.7% | 60.5K | -18.2% | MyHeritage |
| 5 | Living DNA | 1.1% | 9.9K | 0.0% | Living DNA |
| 6 | Nebula Genomics | 0.49% | 4.4K | -18.5% | Nebula Genomics |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | 23andMe | 550K | 47.1% | 1 |
| Oct 2025 | Ancestry | 450K | 38.5% | 2 |
| Oct 2025 | FamilyTreeDNA | 74K | 6.3% | 3 |
| Oct 2025 | MyHeritage | 74K | 6.3% | 4 |
| Oct 2025 | Living DNA | 12.1K | 1% | 5 |
| Oct 2025 | Nebula Genomics | 8.1K | 0.69% | 6 |
| Nov 2025 | 23andMe | 550K | 46.4% | 1 |
| Nov 2025 | Ancestry | 450K | 37.9% | 2 |
| Nov 2025 | MyHeritage | 90.5K | 7.6% | 3 |
| Nov 2025 | FamilyTreeDNA | 74K | 6.2% | 4 |
| Nov 2025 | Living DNA | 12.1K | 1% | 5 |
| Nov 2025 | Nebula Genomics | 9.9K | 0.83% | 6 |
| Dec 2025 | 23andMe | 550K | 42.8% | 1 |
| Dec 2025 | Ancestry | 550K | 42.8% | 2 |
| Dec 2025 | MyHeritage | 90.5K | 7% | 3 |
| Dec 2025 | FamilyTreeDNA | 74K | 5.8% | 4 |
| Dec 2025 | Living DNA | 12.1K | 0.94% | 5 |
| Dec 2025 | Nebula Genomics | 9.9K | 0.77% | 6 |
| Jan 2026 | Ancestry | 550K | 46.4% | 1 |
| Jan 2026 | 23andMe | 450K | 37.9% | 2 |
| Jan 2026 | MyHeritage | 90.5K | 7.6% | 3 |
| Jan 2026 | FamilyTreeDNA | 74K | 6.2% | 4 |
| Jan 2026 | Living DNA | 12.1K | 1% | 5 |
| Jan 2026 | Nebula Genomics | 9.9K | 0.83% | 6 |
| Feb 2026 | 23andMe | 450K | 42.2% | 1 |
| Feb 2026 | Ancestry | 450K | 42.2% | 2 |
| Feb 2026 | FamilyTreeDNA | 74K | 6.9% | 3 |
| Feb 2026 | MyHeritage | 74K | 6.9% | 4 |
| Feb 2026 | Living DNA | 9.9K | 0.93% | 5 |
| Feb 2026 | Nebula Genomics | 8.1K | 0.76% | 6 |
| Mar 2026 | Ancestry | 550K | 45.8% | 1 |
| Mar 2026 | 23andMe | 450K | 37.5% | 2 |
| Mar 2026 | FamilyTreeDNA | 90.5K | 7.5% | 3 |
| Mar 2026 | MyHeritage | 90.5K | 7.5% | 4 |
| Mar 2026 | Living DNA | 9.9K | 0.82% | 5 |
| Mar 2026 | Nebula Genomics | 9.9K | 0.82% | 6 |
| Apr 2026 | Ancestry | 450K | 45.6% | 1 |
| Apr 2026 | 23andMe | 368K | 37.3% | 2 |
| Apr 2026 | FamilyTreeDNA | 74K | 7.5% | 3 |
| Apr 2026 | MyHeritage | 74K | 7.5% | 4 |
| Apr 2026 | Living DNA | 9.9K | 1% | 5 |
| Apr 2026 | Nebula Genomics | 9.9K | 1% | 6 |
| May 2026 | Ancestry | 550K | 50.7% | 1 |
| May 2026 | 23andMe | 368K | 33.9% | 2 |
| May 2026 | FamilyTreeDNA | 74K | 6.8% | 3 |
| May 2026 | MyHeritage | 74K | 6.8% | 4 |
| May 2026 | Living DNA | 9.9K | 0.91% | 5 |
| May 2026 | Nebula Genomics | 9.9K | 0.91% | 6 |
| Jun 2026 | Ancestry | 550K | 51.5% | 1 |
| Jun 2026 | 23andMe | 368K | 34.5% | 2 |
| Jun 2026 | FamilyTreeDNA | 74K | 6.9% | 3 |
| Jun 2026 | MyHeritage | 60.5K | 5.7% | 4 |
| Jun 2026 | Living DNA | 8.1K | 0.76% | 5 |
| Jun 2026 | Nebula Genomics | 6.6K | 0.62% | 6 |
| Jul 2026 | Ancestry | 550K | 50.1% | 1 |
| Jul 2026 | 23andMe | 368K | 33.5% | 2 |
| Jul 2026 | MyHeritage | 90.5K | 8.2% | 3 |
| Jul 2026 | FamilyTreeDNA | 74K | 6.7% | 4 |
| Jul 2026 | Living DNA | 8.1K | 0.74% | 5 |
| Jul 2026 | Nebula Genomics | 6.6K | 0.6% | 6 |
| Aug 2026 | Ancestry | 550K | 54.2% | 1 |
| Aug 2026 | 23andMe | 301K | 29.7% | 2 |
| Aug 2026 | FamilyTreeDNA | 74K | 7.3% | 3 |
| Aug 2026 | MyHeritage | 74K | 7.3% | 4 |
| Aug 2026 | Living DNA | 9.9K | 0.98% | 5 |
| Aug 2026 | Nebula Genomics | 5.4K | 0.53% | 6 |
| Sep 2026 | Ancestry | 450K | 50% | 1 |
| Sep 2026 | 23andMe | 301K | 33.5% | 2 |
| Sep 2026 | FamilyTreeDNA | 74K | 8.2% | 3 |
| Sep 2026 | MyHeritage | 60.5K | 6.7% | 4 |
| Sep 2026 | Living DNA | 9.9K | 1.1% | 5 |
| Sep 2026 | Nebula Genomics | 4.4K | 0.49% | 6 |

## What is being compared

- **23andMe**: Measured on the search term “23andme”.
- **Ancestry**: Measured on the search terms “ancestry dna” and “ancestrydna”, summed into one figure.
- **FamilyTreeDNA**: Measured on the search terms “family tree dna” and “familytreedna”, summed into one figure.
- **Living DNA**: Measured on the search term “living dna”.
- **MyHeritage**: Measured on the search term “myheritage dna”.
- **Nebula Genomics**: Measured on the search term “nebula genomics”.

- [23andMe](/demand/global-en/brands/23andme)
- [Ancestry](/demand/global-en/brands/ancestry)
- [FamilyTreeDNA](/demand/global-en/brands/familytreedna)
- [Living DNA](/demand/global-en/brands/living-dna)
- [MyHeritage](/demand/global-en/brands/myheritage)
- [Nebula Genomics](/demand/global-en/brands/nebula-genomics)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among DNA test kit brands worldwide?

In September 2026, Ancestry was the most searched among DNA test kit brands worldwide, with an estimated 450K branded searches, 50% of all searches for the six we track. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "DNA test kit brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/dna-test-kit-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/dna-test-kit-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.