As we look forward to 2026, a fundamental shift is already underway in product identification. The standard one-dimensional barcode is giving way to the dynamic 2D barcode, accelerated by the GS1 Sunrise 2027 initiative. The transition to QR codes and GS1 Digital Link is also driven by evolving regulations, consumer demand for transparency, the industry’s push for operational efficiency and the growing need for brands and private labels to establish a direct line of communication with shoppers.
Markem-Imaje, a global leader in product identification and traceability solutions, is deeply engaged in supporting this transition across Europe and beyond. Rémy Fontanet, solutions business development manager at Markem-Imaje, comments on the three trends driving rapid uptake of next-generation 2D barcodes.
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Transparency is now a baseline expectation
“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QR codes powered by GS1 Digital Link to improve the accuracy of date codes, reduce food waste, help prevent the sale of out-of-date products and better inform consumers.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.
“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.
“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.
“GS1 Digital Link offers a direct way to meet this rising demand for clarity and trust.”
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Sustainability and waste reduction are still high on the agenda
“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.”
“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 through a quick scan with your smartphone 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.”
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Health and wellness are shaping a new era of product data
“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.
“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 shows 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.
“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.”
Rémy Fontanet is the solutions business development manager at Markem-Imaje
