GS1 Sunrise 2027 is a global retail initiative to support the adoption of 2D barcodes. Retailers are expected to upgrade point-of-sale (POS) scanners and software by the end of 2027 to ensure they can read and process 2D barcodes. Unlike a traditional UPC, these barcodes can serve multiple functions through a single code, such as supply chain visibility, product information, and consumer engagement.
For brands, it means packaging can do more than ever before. A 2D barcode can connect consumers, retailers, and supply chain partners to information that previously required multiple systems or labels.
Why Do 2D Barcodes Matter for CPG Brands?
Consumer expectations for transparency continue to grow, and brands are asked to provide more information within the same packaging space.
A GS1-compliant 2D barcode can provide access to:
- Ingredient and allergen details
- Recycling and sustainability information
- Brand experiences and promotions
- Loyalty programs
In addition to consumer-facing benefits, 2D barcodes support greater visibility throughout the supply chain. In some applications, they can carry product-specific information such as batch or expiration data.
What Does GS1 Sunrise Mean for Product Labels?
The biggest change for many brands will be how barcode requirements are considered during the label design process. As 2D barcodes become more common, factors such as barcode type, size, placement, contrast, and print quality will become increasingly important to ensure reliable scanning and overall label performance.
Depending on the application, brands may use different GS1-compliant 2D barcode formats, including QR Codes and DataMatrix symbols. Packaging teams should begin considering how these barcodes fit within existing artwork without compromising brand identity or other required label content.
What Should CPG Brands Be Doing Today?
There is currently no requirement for brands to adopt 2D barcodes, and there is no announced date for the phase-out of traditional UPC barcodes. However, GS1 encourages brands to begin preparing now through its “Crawl-Walk-Run” approach to adoption.
Future regulations add another reason to begin planning now. The EU’s Digital Product Passport initiative, for example, will give users digital access to product information such as materials, origin, environmental performance, repairability, and recycling. While separate from GS1 Sunrise 2027, it signals a broader shift toward packaging that connects people to more detailed product information.
To stay ahead, brands should start exploring how 2D barcodes fit into their existing packaging strategy, then expand their use cases over time. The goal of Sunrise 2027 is not to implement every capability immediately, but to prepare brands and retailers for broader adoption as the industry evolves. As you’re exploring 2D barcodes, Steinhauser is here to help.