GS1 Sunrise 2027: What the Shift to 2D Barcodes Means for Retail

GS1 Sunrise 2027 is a global initiative requiring retail point-of-sale systems to be capable of scanning 2D barcodes (GS1 QR Code and GS1 Data Matrix) by 2027. Led by GS1, the standards organization representing over 2 million member companies in 116 countries, Sunrise 2027 does not discontinue 1D barcodes but adds 2D scanning capability alongside them. Major retailers including Walmart, Carrefour, and Woolworths have already begun pilot programs. For fifty years, the 12-digit UPC barcode has been the universal language of retail checkout — Sunrise 2027 opens the door for products to carry richer data including batch numbers, expiry dates, serial numbers, and consumer-facing URLs in a single scannable symbol.

What is Sunrise 2027?

Sunrise 2027 is a global GS1 initiative with a clear goal: by 2027, retail point-of-sale systems worldwide should be able to accept 2D barcodes that carry GS1-standardized product identification.

This means:

• Checkout scanners must read GS1 Data Matrix and GS1 QR Code symbols
• POS software must extract GTIN (product numbers) from 2D barcode data
• Brands can begin placing 2D barcodes on consumer packaging as the primary or supplementary product identifier

What Sunrise 2027 does not mean:

• Linear barcodes (UPC-A, EAN-13) are not being discontinued
• No one is forced to switch to 2D barcodes by 2027
• There's no penalty for continuing to use 1D barcodes

Think of it as opening a second lane on a highway rather than closing the first one. The 1D lane keeps flowing while the 2D lane becomes available for those ready to use it.

Why the Change?

A 1D barcode on a cereal box contains exactly one piece of information: a product number. That was sufficient in 1974. Fifty years later, supply chains need serialization, consumers expect digital experiences, and regulators demand traceability. The 12-digit UPC code can't deliver any of that.

The Limitations of 1D Barcodes

No batch or expiry data: A UPC-A barcode identifies the product but says nothing about when it was made, when it expires, or which production batch it came from. When a food recall hits, retailers must pull entire product lines rather than targeting specific affected batches.

No consumer engagement: A linear barcode is invisible to consumers. It serves the cash register and nothing else. Brands that want to connect consumers to product information, promotions, or sustainability data need a separate QR code — meaning two barcodes on one package.

No serialization: Each unit of the same product carries the identical barcode. There's no way to distinguish one box of cereal from another of the same SKU. Anti-counterfeiting, warranty tracking, and supply chain visibility all require unit-level identification.

No digital connection: 1D barcodes encode a number, not a URL. They can't link to product pages, authentication services, recall notices, or recycling instructions.

What 2D Barcodes Add

A GS1 QR Code or GS1 Data Matrix on the same cereal box can encode:

• The product number (same GTIN as the UPC barcode)
• Batch/lot number for targeted recalls
• Expiry date for automated freshness management
• Serial number for unit-level traceability
• A web URL linking consumers to product information

One symbol. Multiple audiences. The cashier's scanner reads the GTIN for checkout. The warehouse scanner reads batch and expiry for inventory rotation. The consumer's phone opens a product information page.

The Transition Timeline

Where We Are Now (2026)

• Major retailers (Walmart, Carrefour, Woolworths, Migros) have begun pilot programs accepting 2D barcodes at checkout
• POS scanner manufacturers offer camera-based imagers as standard equipment for new installations
• GS1 organizations in 25+ countries have active Sunrise 2027 programs
• Several pharmaceutical and fresh food categories already use 2D barcodes for regulatory compliance

2027: Readiness Target

The 2027 date marks readiness, not completion. Retailers should have:

• Checkout scanners capable of reading GS1 QR Code and GS1 Data Matrix
• POS software updated to extract GTINs from 2D barcode data formats
• Staff trained to handle products with 2D barcodes
• Testing completed with pilot product categories

2027-2030+: Gradual Adoption

After 2027, adoption will accelerate but won't flip overnight:

• Brands will add 2D barcodes alongside existing 1D codes
• Some product categories (fresh food, pharmaceuticals) will lead the transition
• Eventually, some brands may drop 1D barcodes entirely when 2D scanner penetration is sufficient
• The full transition will likely take 5-10 years beyond 2027

What This Means for Brands

Opportunities

Consumer engagement without a second barcode: Currently, brands that want consumers to scan packaging need a separate marketing QR code alongside the mandatory UPC/EAN. GS1 QR Code combines both functions — the checkout code and the consumer engagement code — in one symbol.

Targeted recalls: Encoding batch numbers in the barcode enables precise recall management. Instead of pulling all units of a product from shelves, you can target only affected batches. This reduces recall costs and consumer disruption.

Anti-counterfeiting: Unit-level serial numbers enable authentication. Consumers scan the code to verify authenticity before purchase. Brands gain visibility into gray market diversion and unauthorized distribution.

Sustainability data: The EU's upcoming Digital Product Passport regulation will require machine-readable sustainability information on products. GS1 Digital Link through QR codes is positioned to carry this data.

Supply chain efficiency: Expiry dates encoded in the barcode enable automated rotation (FIFO) at retail, reducing waste. Real-time batch visibility improves inventory management throughout the supply chain.

What to Do Now

Short term (2026-2027):

1. Ensure your GS1 registration is current and your GTINs are correctly assigned
2. Evaluate your packaging for space to add a 2D barcode alongside the existing 1D code
3. Explore GS1 Digital Link and decide whether consumer-facing features (product pages, authentication) add value for your products
4. Begin building product information landing pages that Digital Link URLs can point to

Medium term (2027-2029):

1. Add GS1 QR Codes to packaging during next design refresh — alongside, not replacing, existing 1D barcodes
2. Run pilot programs with retail partners accepting 2D codes
3. Implement serialization if authentication or traceability are valuable for your products
4. Set up resolver infrastructure for Digital Link URLs

Long term (2029+):

1. Evaluate dropping 1D barcodes from packaging once 2D scanner penetration is sufficient across your retail channels
2. Leverage serialization data for supply chain optimization and consumer engagement analytics

What This Means for Retailers

Infrastructure Investment

Scanner upgrades: Replacing laser scanners with camera-based imagers is the most significant investment. Modern camera scanners read both 1D and 2D codes, so the upgrade supports existing barcodes while enabling new ones. Many self-checkout systems already use cameras and may need only software updates.

POS software updates: Point-of-sale software must parse GS1 data from 2D barcodes. The GTIN extraction from a GS1 QR Code differs from reading a UPC-A — the software needs to handle both formats and map them to the same product record.

Staff training: Checkout staff need to recognize that 2D codes are valid product identifiers. Back-room operations need updated procedures for receiving products with 2D barcodes.

Operational Benefits

Automated freshness management: Expiry dates in the barcode enable POS systems to flag or block expired products at checkout. This reduces waste and liability.

Faster recalls: When a recall targets a specific batch, POS systems can alert at the point of sale if a consumer tries to purchase an affected item. This is impossible with 1D barcodes that don't carry batch information.

Shrink reduction: Serialized products are harder to steal and resell because each unit has a unique, trackable identity.

Technical Considerations

Dual Barcode Period

During the transition, most products will carry both a 1D barcode (UPC-A or EAN-13) and a 2D barcode (GS1 QR Code or GS1 Data Matrix). Both encode the same GTIN, ensuring the product scans correctly regardless of which barcode the scanner reads.

Packaging design must accommodate both symbols without crowding either. The 2D code should have its own space with adequate quiet zones — don't tuck it inside the 1D barcode's quiet zone or overlap it with other design elements.

Scanner Configuration

Retailers enabling 2D scanning must configure scanners to:

• Read GS1 QR Code and GS1 Data Matrix
• Extract GTIN from both Element String and Digital Link URL formats
• Transmit the GTIN to POS software in the same format as 1D barcode reads
• Handle ambiguity when both 1D and 2D barcodes are visible in the scan field

Testing

Before going live with 2D barcode acceptance:

• Test with product samples across multiple barcode types
• Verify POS lookup works identically for 1D and 2D scans of the same product
• Test scanning speed — 2D code scanning should not slow checkout
• Confirm batch/expiry data flows correctly to inventory systems (if using those features)

Industry-Specific Impacts

Fresh Food and Produce

Fresh food is a leading category for Sunrise 2027 because expiry dates in barcodes directly reduce food waste. Bakery items, deli products, and pre-packaged produce with short shelf lives benefit from automated freshness checks at checkout.

Pharmaceuticals

Healthcare already uses GS1 Data Matrix for prescription drug serialization under regulations like the EU FMD and US DSCSA. Sunrise 2027 extends 2D barcode scanning to over-the-counter products sold through retail pharmacy checkout.

Apparel and Fashion

Fashion brands see GS1 QR Codes as a dual-purpose tool: product identification for retail operations plus consumer engagement for styling guides, care instructions, and sustainability credentials.

Electronics

Consumer electronics manufacturers can use serialized 2D barcodes for warranty registration, authenticity verification, and product support — all triggered by a consumer scanning the packaging at home.

The Bottom Line

Sunrise 2027 doesn't require you to change anything today. UPC and EAN barcodes will keep working at checkout for years to come. But the infrastructure for 2D barcodes at retail is being built now, and early adopters gain tangible benefits: consumer engagement, better traceability, reduced recall costs, and anti-counterfeiting capabilities that 1D barcodes simply cannot provide.

The question isn't whether to adopt 2D barcodes at retail — it's when. Sunrise 2027 sets the starting line.