The global retail landscape is on the cusp of a major change. GS1’s Sunrise 2027 initiative signals a shift from familiar one‑dimensional UPC or EAN barcodes to two‑dimensional barcodes like GS1 QR codes and Data Matrix symbols. The initiative aims to make these richer codes readable at every checkout by the end of 2027. The data encoded in a 2D barcode goes far beyond a product identifier: it can include batch and lot numbers, expiration dates, serial numbers and even a web address.
Why 2D barcodes matter
More data equals more value
Unlike linear barcodes that only store a Global Trade Item Number (GTIN), 2D barcodes can embed a wealth of information. A single 2D code can hold GTIN, batch/lot number, expiration date, serial number and a URL. This extra capacity supports smarter inventory control, real‑time visibility and faster, more accurate recalls. Our customers in food, beverage and pharmaceuticals are especially interested in encoding production batches and expiration dates to meet safety regulations.
Engaging consumers through connected packaging
Consumers increasingly scan products with their phones. Research from GS1 and industry partners shows that 77 percent of shoppers consider detailed product information important when making a purchase, and over 60 percent would pay more for products that offer greater transparency. 2D barcodes enable this by linking shoppers to ingredient lists, allergen warnings, sourcing details and even videos or loyalty programs. In other words, the barcode becomes an entry point for storytelling and brand loyalty.
Better operational efficiency and sustainability
With a 2D barcode, brands can consolidate multiple labels into one code. At GS1 Connect, Dillard’s chief technology officer pointed out that some garments currently carry several UPCs, two QR codes, a Data Matrix and an RFID tag. The vision is to consolidate down to a single 2D barcode (with an optional RFID tag). This simplifies packaging, reduces clutter and cuts material costs. GS1 also recommends keeping linear and 2D codes within 50 millimetres during the transition period to avoid double scanning.
Real‑time printing is another advantage. Modern variable data printers can add batch numbers, expiration dates and serial numbers on the packaging line. That flexibility reduces inventory of pre‑printed materials and supports just‑in‑time manufacturing.
Building trust through transparency
Traceability is critical to building consumer trust. Because 2D barcodes can include serial numbers and supply‑chain identifiers, they make it easier to authenticate products and reduce counterfeiting. Detailed origin stories and sustainability claims can be encoded and updated through a dynamic URL, allowing brands to change the destination of a QR code without reprinting labels. A GS1 study found that shoppers want this transparency: 79 percent are more likely to purchase products with scannable codes that provide extra details.
Staying ahead of retail requirements
Major retailers are already preparing for Sunrise 2027. At a GS1 Connect session, Dillard’s told suppliers that 2D barcodes are not optional: every product will need at least a GTIN, a serial number and a brand‑owned URL encoded using GS1 Digital Link. Walmart and Wegmans are likely to follow. Pilot programs are underway in 48 countries representing 88 percent of global GDP. Brands that act now will secure shelf space and avoid delays when retailers begin enforcing 2D barcode requirements. Conversely, waiting could risk distribution barriers.
How brands can prepare
Dual‑code packaging during the transition. GS1 advises using both the traditional UPC/EAN and a 2D barcode on packaging until 90 percent of point‑of‑sale systems can read 2D codes. Place the codes close together (within 50 mm) to prevent misreads.
Upgrade label printing systems. Ensure your printers and software can generate GS1‑compliant QR or Data Matrix codes and encode dynamic data like lot numbers and expiry dates. McCourt Label’s presses and digital proofing systems are already set up for variable data printing, and our team is happy to guide you through the options.
Educate and collaborate across departments. Sunrise 2027 impacts packaging, supply chain, marketing and IT. Align teams early so they can design meaningful consumer journeys and integrate the data you plan to encode.
Run pilot tests. Start by printing 2D barcodes on a few SKUs and test them across different scanning environments—point‑of‑sale, warehouse and consumer smartphones.
Plan for the long term. Think beyond compliance. Consider how rich data and a dynamic URL can support recalls, loyalty programs, sustainability stories and marketing campaigns. A single 2D barcode can be updated over time without changing the physical packaging.
Final thoughts
Sunrise 2027 isn’t just a barcode update—it’s a strategic opportunity. By embracing 2D barcodes now, brands can improve traceability, streamline operations, engage consumers and reinforce their sustainability credentials. At McCourt Label, we’re already supporting customers through this transition with high‑quality printing, consistent proofs and expertise. If you’re ready to explore the next dimension in barcodes, reach out to our team. We’ll help you design labels that meet retailer requirements today and adapt to future opportunities.