GS1 Sunrise 2027: what it means for your products

Retailers are getting their checkouts ready to scan 2D barcodes, like QR codes, as well as traditional UPCs. Here's what that means if you make or sell products.

The short version

Sunrise 2027 is the retail industry's goal for checkouts to be able to read 2D barcodes by the end of 2027.
It isn't a law, and your UPC barcode doesn't stop working. 2D barcodes are added alongside it.
For most brands, the practical step is a QR code that uses GS1 Digital Link and contains your GTIN.
The easiest time to add one is your next packaging update.

What is Sunrise 2027?

GS1 US describes Sunrise 2027 as "a global transition from 1D UPC barcodes to 2D barcodes, like QR codes." The aim is for retailers' point-of-sale systems to be able to scan 2D barcodes by the end of 2027.

The barcodes on products today are 1D: a row of lines that holds one number, the product's GTIN. A 2D barcode can hold much more. It can include the GTIN plus a batch number, an expiry date or a serial number, and in the case of a QR code, a web address that a phone can open.

Is it a deadline?

Not in the way the name suggests. Sunrise 2027 is an industry goal led by GS1 and retailers, not a government regulation. It's about retailers' scanners being able to read 2D barcodes, not about brands being required to print them by a certain date.

GS1 US says "it is not necessary to implement all the capabilities of 2D by that date". Their own phrase for it is "a sunrise, not a sunset": UPC barcodes stay on packs alongside 2D barcodes during the transition.

Individual retailers can still set their own requirements for suppliers, so if you sell to a large retailer it's worth asking about their plans.

Which 2D barcodes does it cover?

Two GS1 2D formats are used at retail:

QR codes using GS1 Digital Link. The QR code holds a web address with your GTIN in it, such as https://yourbrand.com/01/09506000134369. The checkout reads the GTIN, and a shopper's phone opens the link. This is the format most consumer brands use, because it does both jobs.
GS1 DataMatrix. A square 2D barcode that's common in healthcare and for supply chain data. It's read by scanners rather than by shoppers' phones.

A regular QR code that just links to your website isn't the same thing. It doesn't contain your GTIN in the GS1 format, so the checkout can't use it. GS1 US recommends updating existing QR codes to GS1 Digital Link and including your GTIN.

Why retailers and brands want 2D barcodes

For retailers, the extra data is the point. A barcode that includes a batch or expiry date can help with things like recalls, freshness and stock rotation, because the checkout knows more than just which product it is.

For brands, it's one code doing two jobs. Instead of a UPC for the checkout plus a separate QR code for marketing, a single GS1 QR code can be scanned at the till and also open a page for shoppers: product information, instructions, recipes, ingredients, reviews or a reorder link.

GS1 US's 2025 consumer survey found 79% of consumers said they're more likely to buy a product with a scannable QR code that gives more information.

What brands should do now

GS1 US suggests a "crawl, walk, run" approach: start by adding a 2D barcode to existing packaging, then add more data, such as expiry dates, as your processes allow, then use the code for consumer engagement. In practice:

Make sure your GTINs are yours: You need a GTIN for each product, licensed from GS1. If you're not sure where yours came from, see how to get a GTIN.
Decide where scans should go: A product page with the information shoppers actually want is the usual choice. If you don't have one per product, Hovercode can build one for each code.
Create GS1 Digital Link QR codes: Use your own domain if you can, so the code reads as your brand. Make them dynamic, so you can change where they go after the packs are printed.
Add the code at your next packaging update: Print it alongside your existing UPC, at a size that scans easily, and test it with a phone and, if you can, a retail scanner before the print run.

Frequently asked questions

Do I have to switch to 2D barcodes by 2027?

Sunrise 2027 doesn't require brands to switch by a set date. It's about retailers being ready to read 2D barcodes. Individual retailers may ask their suppliers for 2D barcodes, so check with the ones you sell to.

Will UPC barcodes stop working?

No. UPC barcodes stay in use alongside 2D barcodes during the transition. GS1 US describes it as "a sunrise, not a sunset".

Should I use a QR code or a GS1 DataMatrix?

For consumer products, a QR code using GS1 Digital Link is usually the better fit, because shoppers can scan it with their phone as well as the checkout reading it. GS1 DataMatrix is more common in healthcare and for supply chain data that's read by scanners.

Can I use the QR code I already have on my packaging?

Only if it already uses GS1 Digital Link and contains your GTIN. A QR code that just links to your website can't be read as a product barcode at checkout. GS1 US recommends updating existing QR codes to the GS1 Digital Link format.

How do I create a GS1 QR code?

Enter your GTIN in a GS1 Digital Link QR code generator such as Hovercode's. It checks the GTIN, formats the Digital Link, and gives you a QR code to print. Hovercode is a GS1 US Solution Partner, and you can start for free.

Sources: GS1 US, Sunrise 2027; NACS, Setting up for Sunrise 2027. Last reviewed October 2026.

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