A shift from traditional one-dimensional barcodes to 2D codes is gathering pace in Europe, as retailers and brands respond to new regulations, consumer expectations and industry initiatives.
The move includes wider use of QR codes and GS1 Digital Link formats. It follows the GS1 Sunrise 2027 programme, which promotes 2D barcodes as a new standard for product identification.
Markem-Imaje, a product identification and traceability specialist, is working with manufacturers and retailers on this transition across European markets.
Rémy Fontanet, Solutions Business Development Manager at Markem-Imaje, said three main trends are driving interest in the new codes.
Transparency demand
Retailers are testing new QR-based systems at scale. One trial is underway at Tesco in the UK.
The pilot uses next-generation QR codes based on GS1 Digital Link. It focuses on date-code accuracy, food-waste reduction, the prevention of out-of-date product sales, and consumer information.
"This year we saw a major UK retailer, Tesco, begin trials of next-generation QR codes powered by GS1 Digital Link to improve the accuracy of date codes, reduce food waste, help prevent the sale of out-of-date products and better inform consumers. The pilot demonstrates exactly why brands and retailers are accelerating adoption," said Fontanet.
He said shoppers now want detailed and specific information directly from product packaging.
"Consumers increasingly expect instant, unique, verifiable information about the products they buy. They want to understand where an item comes from, how it was made, and what is in it. 2D barcodes can provide this depth of information transparency in a single scan, helping retailers and brands build trust through content that extends far beyond what can be physically displayed on the pack."
He pointed to recent consumer research on product data.
"According to Syndigo's State of Product Content 2024, half of consumers abandoned a potential purchase because they could not find enough information, while 35% returned a product because it did not meet expectations based on its description," said Fontanet.
"GS1 Digital Link offers a direct way to meet this rising demand for clarity and trust."
Sustainability focus
Policymakers in Europe are also increasing disclosure demands around product impact and recycling.
The EU's Digital Product Passport framework will require brands to share more granular information on ingredients, sourcing, environmental performance and disposal.
"The second major trend is sustainability. New EU rules, including the Digital Product Passport (DPP), will require brands to share more detailed information on-pack, covering ingredients, sourcing, environmental performance and recycling guidance. Static labels alone cannot meet this requirement, but 2D barcodes can. 2D barcodes offer the most effective way to provide accurate, batch-level or even serialised, unique information for each product, without overcrowding packaging," said Fontanet.
He said consumer behaviour is broadly aligned with these policy shifts.
"Consumers also continue to prioritise sustainable behaviour. Mintel reports that 73% of UK shoppers try to act in a way that is not harmful to the environment. Having recycling information at your fingertips, via a quick smartphone scan, will facilitate waste handling. In addition, with smart 2D, you can include best-before dates and recall information in the connected code and block it at the Point-of-Sale or automatically lower its price when the product is about to expire, hence, increasing sales volumes and avoiding food waste."
Health and wellness
Health concerns and new eating patterns are also shaping barcode strategies.
Brand owners are adapting product data systems as demand for nutritional transparency grows.
"The third trend shaping adoption in Europe is health and wellness. As concerns around ultra-processed foods increase and the use of weight-management therapies becomes more mainstream, consumers are seeking more specific, real-time nutritional insights," said Fontanet.
He linked this shift to the clean-label movement and changing expectations around ingredients.
"Providing clear and complete information via a QR code allows consumers to make more informed choices and helps credible brands differentiate themselves. The clean label movement reinforces this. Innova Market Insights data show that 35% of European food and beverage launches carry a clean-label claim, with strong consumer demand for ingredient transparency. Nearly two-thirds of shoppers reconsider purchases based on the ingredient list, and more than half say honesty is their top priority."
He said 2D codes can connect shoppers with specific product data at the point of purchase.
"2D barcodes can provide unique product or batch-level nutritional data, allergen updates and even direct access to recall information. For brands, this creates an opportunity to strengthen trust and loyalty by offering verified product data at the moment it matters most: the point of choice," said Fontanet.
