GS1 Sunrise initiative drives the switch to 2D codes on consumer products
With changing global regulations, coding standards, and consumer preferences, the use of 2D codes on consumer products continues to grow. As a global organization that establishes data standards for manufacturers and retailers around the world, GS1 is at the forefront of the shift from linear to 2D codes.
The GS1 Sunrise 2027 initiative is set to revolutionize how consumers interact with products at the point of sale and how retailers, brand owners and manufacturers use barcode data. GS1 believes that moving from traditional EAN and UPC barcodes to 2D QR codes with GS1 standards or GS1 DataMatrix codes will enhance data capacity for better consumer engagement while improving traceability, brand protection and supply chain efficiency.
With the Sunrise 2027 initiative, GS1 aims to ensure that by the close of 2027, 2D codes will be universally scannable at retail points-of-sale (POS), alongside conventional one-dimensional barcodes like EAN and UPC. At a minimum, the initiative asks retailers to be able to scan and process a Global Trade Item Number® (GTIN®) contained in the 2D codes. Eventually, they should also be able to process GTIN + GS1 AI (application identifier) data in 2D codes.
Testing
In alignment with the Sunrise initiative, many manufacturers and packagers are now testing 2D codes, including QR codes that contain GS1 identifiers. Retailers are also upgrading or enabling their scanners to read the codes, often requiring coordination with hardware and software providers. According to GS1, “This major industry shift has already begun, with pilots in 48 countries across all regions and representing 88% of the world’s GDP.”1 GS1 is also making test kits available to help retailers evaluate their 2D scanning and processing abilities.
Advantaged codes
2D codes provide a unified, standardized solution that caters to supply chain demands as well as the changing needs of consumers. For retailers, the benefits of 2D codes extend far beyond price lookup functionality. By including serialized data in the code, manufacturers and brand owners can enhance the traceability of their products across the supply chain, reducing risks and simplifying inventory and recall management. In addition, the information made accessible to consumers via scanning can be updated regularly to push out the latest product details, promotions, recipes, and time-sensitive data.
Richer data for consumers
By offering more information and engagement opportunities, 2D codes can help instill brand loyalty among consumers and improve their shopping experience. Equipped with smartphones, they can scan the codes to reach product information such as instructions, warnings, more detailed ingredients and nutrition information, certifications, recycling directions, and storytelling.
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Printing 2D codes in real-time
Achieving high print quality (PQ) with excellent read rates at point-of-sale (POS) is crucial. Online variable data coding printers and lasers, designed for applying real-time codes on products while running at packaging line speeds, are the key to success in the GS1 Sunrise initiative.
Manufacturers taking advantage of this technology over pre-printed packaging can benefit from the dynamic aspects of codes printed on-demand. Real-time printing directly on the packaging line allows the inclusion of lot and batch numbers, expiration dates, and serial numbers within the code. Whether manufacturers are in a wait-and-see mode or well into transitioning their codes and processes, the coding and marking industry is already equipped to support them with the printing technologies and software to configure and print GS1 2D codes on their products.
First step in the transition
At least through 2027, GS1 is asking manufacturers to add the 2D codes to packaging alongside traditional 1D codes. While packaging design constraints and process changes can pose a challenge to manufacturers and brand owners as they align with the initiative, GS1 says industry support is strong and “we expect that this transition would happen gradually and believe that those that lead this transformation will be best positioned to unlock valuable new capabilities.” 2
Even with its guidance and industry support, GS1 acknowledges the hurdles of 2D codes’ universal acceptance and eventually removing linear barcodes: “Until 90% of POS scanning solutions are capable of using GS1 compliant POS 2D codes and at minimum capture the GTIN, any products using retail 2D codes on-pack will need to be accompanied by a POS linear barcode.”3
