By the end of 2027, traditional barcodes will no longer be enough.
The GS1 Sunrise 2027 initiative marks one of the biggest changes in product identification in decades. It introduces 2D barcodes at point of sale — and it will impact packaging design, artwork workflows, regulatory processes, and quality control.
If your products carry a barcode, this affects you.
This guide explains:
- What GS1 Sunrise 2027 is
- What will change technically
- Why 2D barcodes are replacing traditional EAN/UPC codes
- What it means for regulated industries
- How to prepare operationally
What’s Changing?
Today:
Most consumer products use a 1D barcode:
- EAN-13
- UPC-A
These encode only a GTIN (Global Trade Item Number).
Tomorrow:
2D barcodes will encode much more:
- GTIN
- Batch/lot number
- Expiry date
- Serial number
- URL or digital link
- Additional product attributes
Instead of just identifying a product type, the barcode can identify a specific production batch — or even a single unit.
This fundamentally changes traceability.
Why the Shift to 2D Barcodes?
The transition is driven by several needs:
1. Improved Traceability
Batch-level identification supports:
- Faster recalls
- Enhanced product safety
- Supply chain transparency
2. Expiry Date Scanning
Retailers can:
- Automatically detect expired products
- Improve stock rotation
- Reduce food waste
3. Consumer Engagement
2D codes can link to:
- Product information
- Sustainability data
- Instructions for use
- Authentication verification
4. Regulatory Alignment
Industries like pharmaceuticals already use DataMatrix codes for serialization. Sunrise 2027 aligns FMCG and retail with advanced traceability standards.
Impact on Regulated Industries
For pharmaceuticals, medical devices, cosmetics, and food manufacturers, Sunrise 2027 is not just a retail update.
It affects:
Artwork Design
2D codes require:
- More precise placement
- Adequate quiet zones
- Correct sizing
- High print quality
Layout changes are often required.
Label Space Management
A 2D code may replace or coexist with a 1D barcode during the transition period. This creates space constraints on small packaging formats.
Data Accuracy
Unlike a simple GTIN, 2D codes may contain:
- Variable batch data
- Expiry information
- Serialized identifiers
Errors are no longer cosmetic — they become traceability failures.
What Happens During the Transition?
The shift will not happen overnight.
Most brands will experience a transition phase where:
- Both 1D and 2D codes appear on packaging
- Retailers progressively upgrade scanners
- Internal systems are updated
This dual-code period increases artwork complexity and risk.
The Hidden Risk: Barcode Errors
In regulated industries, barcode errors can result in:
- Product rejection at retail
- Recall complications
- Traceability gaps
- Inspection findings
- Reprint costs
Common issues include:
- Incorrect GTIN encoding
- Expiry date misformatting
- Low print contrast
- Wrong barcode version placed on artwork
- Mismatch between artwork and database data
- QR code linking to outdated URLs
When multiple markets, languages, and SKUs are involved, manual verification becomes unreliable.
2D Barcodes Require New Quality Controls
With 1D codes, verification focused primarily on readability.
With 2D codes, companies must verify:
- Data accuracy
- Data structure (GS1 Digital Link format)
- Print quality
- Correct symbol type (DataMatrix vs. QR)
- Consistency between artwork and source data
- Alignment with regulatory requirements
This requires structured proofing processes — not just visual inspection.
How Sunrise 2027 Affects Artwork & QA Teams
Regulatory Affairs
Must ensure encoded data matches approved documentation.
Artwork Teams
Must manage layout updates, code replacements, and version control.
QA/QC
Must verify that printed codes match approved digital masters.
IT & Serialization Teams
Must align data systems with packaging workflows.
Sunrise 2027 is cross-functional.
Practical Steps to Prepare
1. Audit Your Current Barcode Usage
Identify:
- Where 1D codes are used
- Which SKUs will require 2D migration
- Space constraints on packaging
2. Assess System Readiness
Ensure:
- ERP systems can generate correct 2D data
- Serialization systems align with GS1 standards
- Artwork workflows can handle variable data
3. Strengthen Proofing Processes
Before approving artwork:
- Compare barcode data against source files
- Verify data formatting
- Validate QR destination links
- Confirm correct GTIN assignment
Automated barcode and artwork comparison significantly reduces the risk of encoding errors.
Why This Matters Beyond Retail
Sunrise 2027 is not just a scanner upgrade.
It is a shift toward:
- Transparent supply chains
- Smart packaging
- Real-time traceability
- Digital product passports
For brands, this means:
More data responsibility.
For regulated industries:
More compliance exposure.
For artwork teams:
More complexity in every version change.
Final Thoughts
Barcodes are no longer simple product identifiers, they are becoming data carriers.
GS1 Sunrise 2027 signals a move toward connected packaging and enhanced traceability across industries. Companies that prepare early will experience smoother transitions, fewer artwork disruptions, and reduced compliance risk.
Those who treat it as “just another barcode update” may discover the complexity too late.
Accuracy in encoded data is no longer optional.
It is operational protection.
