Product labels are about to do more than identify an item at checkout. With GS1 Sunrise 2027, the retail industry is preparing for a major move from traditional 1D UPC barcodes to 2D barcodes that can connect shoppers, retailers, and brands to richer product information. For businesses that rely on custom labels, this transition is not just a technical update; it is an opportunity to improve transparency, traceability, and customer engagement.
What Is GS1 Sunrise 2027?
GS1 Sunrise 2027 is the industry-wide target for retailers to make their point-of-sale systems capable of reading 2D barcodes, including QR codes and GS1 DataMatrix codes, as well as traditional UPC/EAN codes, by December 31, 2027. The change does not mean 1D barcodes will disappear overnight. Instead, it signals that brands should begin updating their packaging and labeling strategies now so their products remain ready for checkout, meet supply chain requirements, and support consumer-facing digital experiences.[1][2][3]
Why Brands Are Moving Beyond 1D Barcodes
A traditional 1D barcode usually identifies a product with a numeric code, such as a GTIN. A 2D barcode can carry more information in less space and, when built with GS1 Digital Link, can connect the physical label to live digital content. That opens the door to practical benefits across retail, compliance, and customer experience.[2]
- More data in less space: 2D codes can hold far more information than a standard UPC barcode.
- Better traceability: brands can include lot numbers, expiration dates, and serial numbers in a single scannable symbol.
- Greater consumer transparency: shoppers can scan packaging to access ingredients, sourcing details, certifications, nutritional information, or brand content.
- Support for sustainability and compliance: digital product data can help brands respond to emerging requirements such as Digital Product Passport initiatives.[4]
- Reduced waste: smarter product data can support date-based actions, such as identifying items approaching expiration.[4]
- Improved scannability: many 2D codes include error correction, making them readable even if part of the symbol is slightly damaged.
The Main 2D Barcode Formats to Know
For most retail label conversations, the two formats brands hear about most often are GS1 Digital Link QR codes and GS1 DataMatrix codes. Each format has a different role depending on packaging size, scan environment, and consumer-facing needs.
| Format | Best For | Data Capacity |
| QR Code (GS1 Digital Link) | Consumer-facing labels, smartphone scanning, and connected packaging | Approximately 3,000 alphanumeric characters |
| GS1 DataMatrix | Small labels, pharmaceuticals, supply chain applications, and logistics | Approximately 2,300 alphanumeric characters |
| PDF417 | Shipping, ID cards, large-format labels | Approximately 1,800 numeric characters |
Photo 1: QR Code found on a Beverage Label
Photo 2: DataMatrix found on Soup/Food Labels
Timeline: Why 2026 Is the Year to Prepare
The 2027 milestone may sound far away, but label and packaging updates take time. Brands need to audit artwork, confirm barcode data, test print quality, and coordinate with retailers before new labels reach shelves. Some retailers are already piloting GS1 Digital Link QR codes at checkout to improve product data accuracy and reduce waste.[4][5]
- Now through 2026: Review existing labels, confirm GTIN data, update dielines, and plan for dual-symbol packaging where a 1D UPC and a 2D code appear together.
- 2027: Retailers continue to enable 2D scanning at the point of sale, and manufacturers should be ready with compliant labels for applicable products.
- After 2027: 2D adoption is expected to expand as brands, retailers, and regulated industries take advantage of richer data and improved traceability.
What This Means for Custom Label Printing
For brands, GS1 Sunrise 2027 creates a clear reason to revisit label design now. Adding a 2D barcode is not as simple as dropping a square code onto existing artwork. Labels must preserve quiet zones, maintain sufficient contrast, fit the right module size, and remain scannable on the selected substrate and finish. High-gloss coatings, small label spaces, curved containers, and textured materials can all affect scanning performance.[4][6]
That is where experienced label printers can add real value. By helping customers plan early, test barcode placement, and choose materials that support reliable scanning, label providers can turn Sunrise 2027 from a compliance challenge into a competitive advantage.
The takeaway: brands that start preparing now will be better positioned to meet retailer expectations, improve customer transparency, and make their packaging work harder long after checkout.
Ready to update your labels for GS1 Sunrise 2027? Contact InTouch Labels & Packaging to discuss 2D barcode-ready label solutions, material options, and print testing support for your products.
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1. https://www.gs1us.org/industries-and-insights/by-topic/sunrise-2027
2. https://www.einpresswire.com/article/900644527/how-2d-barcodes-are-revolutionizing-product-labels-and-what-brands-need-to-know-before-the-gs1-sunrise-2027-deadline
3. https://www.linkedin.com/pulse/every-brand-selling-us-retail-need-2d-barcode-2027-most-havent-kfshf
4. https://www.linkedin.com/pulse/three-key-trends-affect-packaging-sector-2026-markem-imaje-ygdfe
5. https://www.barcoding.co.uk/barcoding-predictions-for-2026/
6. https://www.esko.com/en/blog/smart-packaging-is-moving-to-2d-barcodes-what-the-shift-means-for-packaging
