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Choosing the right test portfolio: which genetic tests fit your brand

Reviewed by Dr. Daniel Wallerstorfer, molecular biologist and founder of Novogenia · Updated: 13 October 2026 · Reading time: 8 min

What people want to know about their genes

What do people who buy a genetic test actually care about most? A research team at the University of Michigan surveyed 1,648 customers of two leading consumer genetic-testing companies before and after testing. The result: 72% were very interested in information about personal traits – exactly as many as in disease risks (72%). For ancestry, it was 74%. And after receiving their results, 59% said the information would influence how they manage their health (Roberts et al., Public Health Genomics, 2017).

The logical conclusion: non-medical topics are not a consolation prize next to medicine. For many people, they are just as exciting – and that is exactly where the heart of a genetic-test brand lies. The study shows something else, too: 38% had not considered before buying that a test might reveal information they did not want. So a portfolio with clear boundaries and honest information protects not only you but also your customers.

Think of your portfolio as the menu of a good restaurant. It does not list two hundred dishes, but the right ones – matched to the guests who come in. Here is how to put that menu together for your brand.

One saliva sample, a whole library

Novogenia has developed more than 30 genetic tests in-house. They form the scientific foundation of your white-label products. The practical part: each analysis is a stand-alone report, and all of them come from the same saliva sample. For your customers, that means: provide saliva once, learn about several topics.

The reports fall into families. Not every family is meant for every provider:

A fixed rule decides which genes go into a report: a gene is included in an analysis only if at least three independent studies support the effect. We do not report variants that are not sufficiently documented. For your brand, this is an anchor of trust – you can explain to every customer why exactly these genes are in the report.

Lifestyle or medical: where the line runs

The line is drawn mainly by purpose. A non-medical analysis answers questions about nutrition, metabolism, skin, sport and lifestyle. It is not a diagnosis, not medical advice and not a substitute for a medical examination. A medical analysis, by contrast, asks about disease risks, hereditary diseases or how medications work.

At Novogenia, three rules apply to your portfolio:

• Partners offer non-medical analyses. Where national law requires it, medical analyses are available only through physicians – after the required medical information or genetic counseling and with written consent.
• Pharmacogenetics is a special case. In Austria, partners may offer it as well; in other countries, it goes through physicians where the law requires it. More in the Pharmacogenetics guide.
• Minors receive non-medical analyses only – and only with the written consent of their parents or legal guardians.

In Switzerland, the law draws finer lines. Besides medical tests, it distinguishes tests outside the medical field that concern particularly sensitive characteristics – such as physiological traits whose knowledge can influence a person’s lifestyle, personal traits or ancestry – from all other tests (Art. 31 GUMG). Tests of particularly sensitive characteristics may only be ordered by health professionals (Art. 34 GUMG). What this means for your offer, and how it differs from Germany and Austria, is covered in Law: offering genetic tests in DE, AT and CH.

The kit follows the same fork in the road: for lifestyle analyses, there are non-medical-device kits; for medical analyses, medical-device kits (Saliva kits: medical device or not?).

Choosing topics: start from the customer

The best question to start with is not “Which tests are available?” but “Which question do my customers ask?” This overview helps you match audience and topics:

Five questions help you check every topic:

• Does the topic fit your brand promise?
• Can you – or your team – explain the result clearly?
• Does the result lead to a concrete action in everyday life?
• Does the topic stay in the non-medical field?
• Are the genes behind it well documented?

A report that fits the question does more than as many results as possible. So do not let sheer volume guide you: hundreds of gene variants look impressive, but they say nothing about how well each one is documented.

Start small, expand step by step

A portfolio grows best like a menu: first the dishes that define the house, then the additions the guests ask for.

1. Core topic: Start with one or two topics that fit your audience and that you can explain confidently.
2. Gather experience: Pay attention to the questions your customers ask and which reports they use most.
3. Add on: Bring in more report families – for example beauty alongside nutrition, or performance alongside weight.
4. Follow-up products: Connect the results with personalized products (next section).
5. Your own panel: If you need a test that does not exist yet, we develop it with you – from marker selection through panel design, assay development and validation to the pilot phase and scale-up (Development partner for genetic analyses).

You do not have to start big with the kits either: you receive a quote with volume tiers, from the first batch to ongoing supply. For your own developments, there is no blanket duration; every project begins with clean scoping.

From result to follow-up product

A genetic report answers a question. A follow-up product turns it into everyday life. At Novogenia, the genetic lab, the supplement factory and the cosmetics factory are in one building in Eugendorf near Salzburg, Austria. That is how the same genetic data become a product under your brand:

• Personalized supplements: The formula is built from around 50 genes, a questionnaire and, where available, blood values; blood values take precedence. Dosing ranges from one third to three times the reference intake, capped at the tolerable upper intake level set by EFSA. Delivery comes in daily sachets; one delivery lasts 90 days. More in Personalized supplement manufacturing.
• Personalized cosmetics: day serum, night serum and body lotion; the result of the genetic analysis changes the choice and dosage of the ingredients. More in White label or your own formula?

Formula, packaging, inserts and fulfillment carry your brand. And because one delivery lasts 90 days, a natural rhythm for reorders and contact emerges. Together with a platform, a one-time test result becomes a recurring brand experience (Reports and platform under your brand).

Important for your communication: the recommendations from a genetic analysis are logical conclusions, not scientifically proven. Advertise supplements only with authorized health claims in their official wording, and cosmetics only with cosmetic functions.

Checklist for your test portfolio

• Your audience and its most important question are clear.
• The core topic fits your brand promise.
• All analyses under your brand are non-medical – or the physician route is settled.
• The countries and their rules are checked, including Switzerland.
• For minors, only non-medical analyses with the written consent of parents or legal guardians are planned.
• The right kit is chosen.
• You can explain every result clearly.
• Follow-up products and the reorder rhythm are part of the plan.
• A plan for expansion is in place.

Frequently asked questions

Related: White-label genetic analyses · Development partner for genetic analyses · Who may offer genetic tests?

Note: This guide is general information for businesses and professionals and does not replace medical or legal advice. The genetic traits determined in a genetic analysis are well documented (each gene included is backed by at least three independent studies); recommendations derived from them are logical conclusions, not scientifically proven. Regulations can change; errors and changes excepted.