Companies Like P&G and Kenvue Prepare for 2D Barcode Overhaul
GS1 US, the not-for-profit organization that administers UPC barcodes, is working with manufacturers and retailers to upgrade traditional UPCs to 2D barcodes like QR codes that provide consumers with product information at checkout.
The transition is in part inspired by a GS1 US survey that showed that 79% of shoppers are more likely to purchase products with a scannable barcode that provides them with information that they want and that 77% of shoppers believe it’s important to have that information when making a purchase.
The QR codes provide information such as product composition, sustainability efforts, and recalls, and can help retailers with inventory control, on-demand discounting, and couponing, per GS1.
Brands at the Ready
Procter & Gamble and Kenvue are among the 20 companies that have signed on to support GS1 US’ Sunrise 2027 initiative by placing QR codes on their packages or ensuring that their POS systems are equipped to scan them.
"At Procter & Gamble, we recognize the importance of leveraging cutting-edge technology to meet the demands of today's consumers and safeguard the integrity of our products," Alfredo Colas, P&G vice president of information technology, said in a statement.
The transition, he said, will empower consumers with greater access to the information they need to inform their purchase decisions and improve traceability through the supply chain. “This commitment to innovation underscores our dedication to deliver a superior experience to consumers and value to all stakeholders," added Colas.
See how QR codes are also being used in other areas, such as with Unilever's AI waste reduction tool
Kenvue’s chief operations officer Meri Stevens said the ability to embed details, including serial numbers, batch/lot numbers, and expiration dates in a 2D barcode enables significant improvements in traceability and supply chain visibility.
“Widespread implementation of 2D barcodes is critical to a future with digital leaflets, which we support at Kenvue, in order to enable individuals to make informed decisions about their health and reduce paper use,” said Stevens. “It will also improve the ability for the industry to efficiently manage inventory while ensuring products are available at the right place and at the right time to meet consumer need.”
GS1 US is pushing to make QR codes accepted at point-of-sale by 2027. The technology is already being tested with pilots across 48 countries.
"In this dynamic landscape, innovation is flourishing with the growing adoption of new 2D barcodes,” GS1 U.S. president and CEO Bob Carpenter said in a statement.
- Retailer Participation
Retailers such as Wakefern Food Corp., Publix, and Wegman’s Food Markets, Inc., have also demonstrated their support for the emerging barcode technology.
“These data-rich QR codes will also better support our inventory management operations so that we can keep our shelves stocked with the products our customers want most.” — Dave DeLaus, SVP and CIO, Wegmans
“The shift to 2D barcodes will be key to educating consumers in store as they consider products that best meet the needs of their families.” — Dave Bornmann, SVP, Product Business Development, Publix
“I started out in the supermarket business as a part-time courtesy clerk the year the barcode was introduced and saw first-hand how it improved store efficiency and enhanced the customer experience.” — Mike Stigers, President, Wakefern Food Corp.
