With information at our fingertips, the rising demand for transparency is reshaping product packaging and the impact of printed codes and labels. The GS1 Sunrise 2027 initiative doesn’t just change the consumer experience—it directly affects your packaging and marking operations. The shift to 2D barcodes requires both packaging and user-end POS systems to adopt new processes and update software or equipment to ensure compliance.
In this guide, we’ll break down:
- The GS1 Sunrise 2027 Initiative
- Explain 2D barcodes
- Discuss customer expectations
- How the initiative affects marking and coding operations
- How the initiative benefits organizations
- Answer frequently asked questions
What Is the GS1 Sunrise 2027 Initiative?
GS1 Sunrise 2027 directly addresses the growing demand for more information and transparency regarding product packaging. Up until recently, EAN/UPC barcodes, also known as one-dimensional (1D) barcodes, have been the standard in the marking and coding industry. Traditional barcode printing will begin transitioning to 2D barcode printing to expand data and tracking capabilities. The new barcodes will include details such as batch number, expiration date, and traceability information. The GS1 initiative supports a more efficient, standardized process for supply chain needs while meeting the evolving demands of consumers.
The Sunrise 2027 initiative outlines and guides companies through the barcode transition, supporting a smooth shift in packaging production, retail POS, and healthcare POC systems. By the end of 2027, POS and POC devices are expected to be capable of scanning both 1D and 2D barcodes.
What does this mean for product marking? It provides companies with time to adapt their processes and ensure reliable data implementation. While 1D barcodes will still be in use, many products are expected to incorporate 2D barcodes.
What are 2D barcodes?
2D barcodes store data horizontally and vertically, allowing for greater storage capacity than 1D barcodes. The capacity for information storage jumps from 20 characters to over 7,000 characters. This provides a wealth of information to streamline logistics and provide more detailed information for everyone who interacts with the product. These barcodes can capture more data, including:
- Lot or batch number
- Expiration date
- Serial number
- Product-specific information
With GS1 Digital Link, internal teams, such as production, operations, and supply chain, can access detailed traceability and logistics information. At the same time, customers can scan the same 2D barcode to view product details through a dynamic web link. The new digital experience will allow customers to access relevant product information, supporting greater transparency and leading to more informed purchasing decisions.
A major difference between 1D and 2D barcodes is their appearance: 2D barcodes use precise dots to create a specific pattern, which affects not only how they are read but also how they are printed and scanned. Traditional barcodes can be scanned with a laser or a charge-coupled device. In contrast, 2D barcodes (a popular example is the QR code) require imaging-based scanning—thus the need for a transition in both marking production and end-point scanning.
Types of 2D codes:
- QR code
- Aztec codes
- Data matrix
- MaxiCode
- PDF417
- GS1 Composite code
Why Consumer Expectations Are Driving Packaging Changes
A recent study by GS1 found that 77% of consumers say product information is important when making a purchase, and 79% say they are more likely to purchase products with a scannable barcode/QR code (via smartphone) that provides additional product information. With consumers seeking greater transparency and easier access to product information, the shift to 2D barcodes aligns directly with these expectations.
2D barcodes allow companies to engage more effectively with their customers by providing product details, reviews, ingredients, and dynamic information, such as recall alerts. Companies can capitalize on benefits such as capturing valuable product logistics data and leveraging barcodes as a marketing tool. By enabling consumers to access information easily, brands can strengthen qualities such as transparency, trust, smart packaging, and sustainability.
What customers want to see more information about?
- Nutrition
- Materials and ingredients
- Safety information
- Country of origin
- Allergens
- Recall alerts
Benefits to GS1 Sunrise 2027 for customers:
- Easy access to more information
- Greater product and brand transparency
- Better information exchange with more reliable scanning
- Enhanced product authentication
- Improved product safety
- Access to data that can be updated in real-time
How Does This Impact Product Coding and Marking?
The shift to 2D barcodes will have a ripple effect across all product interactions, extending back to how these barcodes are printed. The new barcodes feature dense data patterns printed in a small, compact format, increasing organizations’ need for high-resolution printing. 2D barcodes will require printing systems to provide crisp edges, consistent dot placement, and high DPI resolution. Having reliable printing equipment, such as an inkjet or CIJ printer, will ensure accurate labeling and maintain production efficiency during the shift (especially for the company’s printing of both barcode types).
MarkPack’s equipment upgrade recommendation:
The Hitachi UX2 Inkjet Printer is MarkPack’s first recommendation for any marking and coding operation looking for precise printing capabilities with increased equipment reliability. The UX2 has a durable design, giving it an advantage in rigorous environments that require long run times. The product includes a patented “ink guard” that extends the time between printhead cleanings and built-in proactive maintenance features.
The UX2 is a great solution for organizations transitioning to printing 2D barcodes, due to its dot control algorithm and ability to print up to six lines of text, making it well-equipped to deliver high-quality prints at faster production speeds. It also offers 3–4 nozzle sizes for a wide range of printing options. Hitachi’s ink technology is designed for strong, legible coding, reducing errors and ink and solvent waste. From fast-drying to heat-resistant inks, Hitachi inkjets ensure precise barcode printing across industries.
Benefits of GS1 Sunrise 2027 for Production and Manufacturing
While 2D barcodes may seem like a simple change in marking and coding processes, they have a significant impact on an organization’s production and manufacturing across industries such as food, retail, electronics, and healthcare. Companies have an opportunity to leverage the shift to 2D barcodes to streamline data visibility, cross-team logistics, and customer interactions.
- Improved product traceability and inventory visibility
- Access to more product information, including lot, batch, and serial numbers
- Faster recall management
- Improved product authentication and reduced counterfeiting
- Increase brand credibility and trustworthiness
- Inventory tracking and quality control for regulatory compliance
- Opportunities for new marketing strategies via customer scanning
- Potential for increased customer engagement
FAQs: Preparing for GS1 Sunrise 2027
What steps can my company take to prepare for GS1 Sunrise 2027?
- Educate your team on 2D barcode regulations and compliance to set a strong foundation of operational understanding.
- Evaluate your current barcode production capabilities and identify any gaps in your system or equipment for 2D barcode printing.
- Create an operational roadmap that includes a timeline and budget, evaluates industry-specific regulations, and defines the key components needed for long-term success. This plan can include actionable steps for creating a clear cross-functional process, employee training, compliance testing, and equipment upgrades.
- Implement new processes and collaborate across internal teams to ensure streamlined communication and clear guidelines that meet regulatory requirements.
How should companies audit their current packaging?
Review where and how barcodes are currently printed on packaging. Look at where it’s placed, whether there’s room for both types of barcodes, and the level of resolution. This will help inform next steps for packaging redesigns and production workflows.
Do current coding and marking systems support 2D barcodes?
Assess whether your existing equipment can produce the resolution and print quality required for 2D barcodes. Upgrades may be needed to ensure readability and compliance.
How does GS1 Sunrise 2027 improve customer engagement?
2D barcodes enable consumers to access detailed product information, creating opportunities for brands to build trust and improve transparency around products and the company.
What is GS1 Digital Link?
GS1 Digital Link is implemented in 2D barcodes, enabling them to carry both product identifiers and web links to dynamic product information. For manufacturer teams, this means the barcode can carry details such as lot numbers, expiration dates, and serial numbers, while also connecting to dynamic web content for consumers or retailers.
When does GS1 Sunrise 2027 take effect?
GS1 Sunrise 2027 is expected to take full effect by the end of 2027. By this date, POS and POC systems are expected to support scanning of both 1D and 2D barcodes. Manufacturers are not required to eliminate 1D barcodes immediately; many will implement 2D barcodes alongside existing codes or transition entirely to 2D codes over time.
Organizations are encouraged to begin the transition early to ensure a seamless implementation and minimize unnecessary compliance costs.
Will 2D barcodes replace traditional UPC/EAN codes entirely?
1D ( UPC/EAN) barcodes will continue to exist alongside 2D barcodes for the foreseeable future.
Your Partner in Marking and Coding
At MarkPack NagelShippers, we are experts in marking and coding equipment—from comparing key benefits to providing guidance on installation and maintenance best practices. We understand that the GS1 Sunrise 2027 initiative introduces new challenges, learning curves, and operational questions for manufacturers. We want to come alongside our customers and equip their production lines with precise printing equipment that they can rely on. But we don’t stop at supplying equipment. We also offer custom quotes, free onsite consultations, installation and maintenance guidance, and 24/7 service support to ensure your production is uninterrupted and meets evolving marking and coding requirements. Connect with us today to learn how we can help your organization prepare for the GS1 Sunrise 2027 initiative.