GS1 Sunrise 2027: Transition to 2D Barcodes in Retail

Linear barcodes used in the retail sector for over fifty years have automated product identification, but remained limited to carrying a single piece of data. GS1 Sunrise 2027 is a global industry initiative aimed at replacing linear barcodes with two-dimensional (2D) barcodes capable of carrying significantly more data. Also known as Ambition 2027, the goal is for all retail point-of-sale (POS) systems worldwide to be able to scan and process GS1-compliant 2D barcodes alongside linear barcodes by the end of 2027.

Scope of the GS1 Sunrise 2027 Initiative

What Is GS1 Sunrise 2027?

GS1 Sunrise 2027 is not a strict deadline after which linear barcodes become invalid; rather, it is a shared industry milestone to ensure retail infrastructure is fully equipped for 2D barcodes. The minimum objective is for POS scanners to extract the Global Trade Item Number (GTIN) from both EAN-13 and GS1-compliant 2D barcodes and pass it seamlessly to POS software. For example, if a supermarket scanner can physically capture a QR code image but cannot parse the embedded GS1 data string, the objective is not met.

Data Limits of Linear Barcodes

EAN-13 and UPC-A barcode families only carry the GTIN; there is no space for batch/lot numbers, expiration dates, or serial numbers. While the GS1 DataBar Expanded family partially addresses this gap, its data capacity remains limited and symbols can grow too large for small packaging. For instance, on fresh meat packaging, including weight, lot number, and expiration date in the same linear symbol consumes a major portion of the label space.

Accepted 2D Barcodes and Data Syntax

2D barcodes acceptable at retail point of sale are limited to three options:

• GS1 DataMatrix — encoded using GS1 element string syntax
• QR Code — encoded using GS1 Digital Link URI syntax
• Data Matrix — encoded using GS1 Digital Link URI syntax

Element string syntax expresses data using GS1 Application Identifiers (AIs); lot number (10), expiration date (17), and serial number (21) are structured this way. Digital Link formats the same data as a web URL, connecting the barcode to digital content. For example, a QR code on a canned food item transmits the GTIN at checkout while allowing consumers to scan the code with a smartphone to view lot-specific details.

Packaging and Production Line Readiness During Transition

Dual-Marking Period and Placement Rules

During the transition phase, products will carry both linear and 2D barcodes; this practice is known as dual-marking. According to GS1 recommendations, dual-marking is necessary until at least 90% of POS scanners can parse GTINs from 2D barcodes.

Placement is also strictly regulated: extensive testing demonstrates that to maintain checkout speeds of 40-70 items per minute, the 2D barcode must be positioned within 50 mm of the center of the linear barcode. Placing a QR code too far away forces cashiers to rotate the item twice.

Dynamic Data Printing and Print Quality

Because GTINs are static, linear barcodes are typically pre-printed by packaging suppliers. In contrast, 2D barcodes carrying variable lot and serial data must be printed dynamically on the production line. This requires Continuous Inkjet (CIJ), Thermal Transfer (TTO), or Laser marking equipment to receive accurate real-time data from the Manufacturing Execution System (MES).

Readability depends heavily on contrast and module size (X-dimension). The X-dimension of 2D barcodes is 1.5 times that of linear barcodes in the same application. Red, orange, and yellow hues pose risks for red-light laser scanners. For instance, a QR code embedded with a company logo may consume error correction capacity and fail to scan at checkout; ISO/IEC 15415 verification should therefore be performed under inline production conditions.

Traceability, Compliance and Preparation

Traceability and Targeted Product Recalls

The primary operational benefit of 2D barcodes is extending product identity down to the lot or serial level. When GTIN, batch number, and expiration date are scanned together, recall actions can be limited strictly to the affected batch rather than an entire product line. The same data enables automated checkout blocks for expired goods. For instance, a food manufacturer can trace a customer complaint's serial number back to the exact shift and raw material batch used.

Regulatory Compliance and Digital Product Passport

The transition to 2D barcodes aligns directly with European Union product data regulations. The Ecodesign for Sustainable Products Regulation (ESPR) entered into force on 18 July 2024, placing the Digital Product Passport (DPP) at its core. As DPP access will be provided via data carriers on packaging, 2D barcodes serve as an immediate compliance enabler. In pharmaceuticals, the GS1 DataMatrix has been used for years as a serialisation carrier, proving the viability of this model in high-volume production.

Action Steps for Readiness

An effective transition begins with a comprehensive product data audit: verify that every SKU possesses a valid GTIN, select which variable data attributes to encode, and test ERP/MES integration to handle these fields.

Conducting a pilot project with a limited product range helps uncover line-speed print quality challenges before full-scale deployment. Once 2D barcodes are widely adopted, focus will shift from symbol printing to backend data layers such as resolver services and visibility data repositories.

Conclusion

GS1 Sunrise 2027 is not an abrupt cutoff date rendering linear barcodes obsolete, but a unified industry target to prepare retail infrastructure for data-rich barcodes. Dual-marking and strict adherence to placement and print quality rules will safeguard POS checkout speeds throughout the transition.

For manufacturers, the primary effort lies not in artwork redesign, but in GTIN data integrity, inline dynamic printing, and robust MES data integration. Starting preparations from the point of production data capture ensures a seamless transition to 2D barcodes.

Frequently Asked Questions

Is GS1 Sunrise 2027 mandatory for manufacturers?

The initiative is defined as a voluntary transition for brand owners; compulsion arises from retail POS readiness targets and category-specific regulations. In practice, retail chains requesting 2D barcodes on incoming products will drive supplier timelines.

Will existing EAN-13 barcodes become invalid in 2027?

No. Linear barcodes will continue to be used alongside 2D barcodes as long as necessary. Transition-period packaging must retain the linear barcode. Once 2D scanning is universal, omitting linear barcodes will be at the brand owner's discretion.

How should one choose between GS1 DataMatrix and QR Code?

Selection depends on the use case. GS1 DataMatrix requires less space and is the standard carrier in healthcare. QR Code with GS1 Digital Link syntax is scannable by standard smartphone cameras, making it advantageous for consumer engagement applications.