A barcode has long been one of the simplest features on a package. It helps products move through warehouses, stores and checkout tills every day. Yet that familiar barcode is now changing.
Across the global packaging industry, companies are replacing traditional one-dimensional (1D) barcodes with two-dimensional (2D) codes such as QR codes with GS1 standards and GS1 DataMatrix symbols.
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The change is being driven by the GS1 Sunrise 2027 initiative, which aims to prepare retailers around the world to scan 2D barcodes at the point of sale by the end of 2027.
For packaging manufacturers, this is much more than a design update. It is a major operational shift that will affect packaging artwork, printing, data management and quality control.
It also opens the door to connected packaging, giving every package the potential to carry far more information than ever before.
Why the barcode needs to change
For more than 50 years, the 1D barcode has helped identify products quickly and accurately. It has become a global standard for retail and supply chains.
Today’s products, however, require much more information than a traditional barcode can hold. Businesses need better traceability, regulators are asking for greater transparency, and consumers increasingly want to know where products come from, how they should be recycled and whether they are genuine.
A 2D barcode can answer many of these needs. Unlike a 1D barcode, which mainly contains a product identification number, a 2D code can store much more information in a much smaller space. It can include batch numbers, expiry dates, serial numbers and links to online information through GS1 Digital Link.
Some experts estimate that 2D codes can carry up to 200 times more data than a traditional linear barcode, depending on the barcode type and the information being stored. This extra capacity is what makes the technology so valuable.
During the transition, many products will carry both a traditional barcode and a 2D code. This allows existing checkout systems to continue working while retailers upgrade their scanning equipment.
More than a barcode
The move to 2D barcodes is also creating a new generation of connected packaging.
Instead of using one code for retail scanning and another QR code for consumers, a single GS1-standard 2D barcode can serve both purposes. A retailer can scan it at the checkout, while a consumer can use a smartphone to access product information, user instructions, recycling advice or promotional content.
For brands, this creates a direct digital connection with customers without changing the package after it has been printed. Online information can be updated whenever needed, while the printed barcode remains the same.
The technology also supports better product traceability. Manufacturers can identify individual batches more easily, making product recalls faster and more accurate.
It also helps businesses prepare for future requirements such as digital product passports, which are expected to play an increasing role in sustainability and circular economy initiatives.
For packaging manufacturers, this means packaging is becoming an active part of the digital supply chain rather than simply protecting the product.
What the transition means for packaging manufacturers
Moving to 2D barcodes requires careful planning throughout the packaging production process.
Packaging artwork must be redesigned to include the new codes while maintaining clear branding and regulatory information. Printing systems must produce high-quality symbols that scanners can read consistently at production speed.
Verification systems also become more important because every code must be printed accurately and contain the correct data.
The change goes beyond printing. Companies also need reliable data systems to generate, manage and maintain the information stored inside each barcode. Close cooperation between packaging manufacturers, brand owners, equipment suppliers, software providers and retailers will be essential throughout the transition.
Many businesses have already started preparing, even though the GS1 Sunrise 2027 target is still approaching. Early adoption allows companies to test new processes, improve production workflows and avoid last-minute disruption.
The move from 1D to 2D barcodes represents one of the biggest changes in packaging for many years. It brings together product identification, traceability and digital communication in a single standardised code.
For the global packaging industry, it is not simply a new barcode. It is the foundation for smarter packaging, more connected supply chains and better information throughout the life of every product.
