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2D: An extra dimension to the barcode

The retail and grocery industry is currently undergoing a transformation from classic linear barcodes to QR codes based on GS1 standards - two-dimensional (2D) barcodes.

Simply put, trading goods takes on an extra dimension and brings new benefits to consumers, businesses and society. Discover what QR codes with GS1 standards can do for your business.

Illustration of the 1D barcode evolving into the new 2D barcode

What are 2D barcodes?

2D barcodes are two-dimensional symbols used on packaging, typically in QR code and GS1 Data Matrix variants. These barcodes contain a lot of information about the products that can be scanned in-store.

Two-dimensional barcodes enable both traditional scanning at POS and by mobile phone. As a data carrier, the 2D barcode offers efficient communication throughout the logistics flow as well as directly with the consumer.

2D barcodes are not new in Denmark. Already back in 2019, the healthcare sector adopted GS1 Datamatrix to avoid counterfeit medicines in the supply chain.

22 of the world's largest companies call for a transition to QR codes with GS1 standards

In 2024, a number of industry leaders signed a global joint statement calling for a transition to QR codes with GS1 standards.

They want to be at the forefront of revolutionizing the consumer experience and make data about products, their carbon footprint, ingredients, etc. available with just a simple scan with a phone.

The goal is that by the end of 2027, QR codes with GS1 standards will be widely adopted.

Logos from some of the world's biggest companies such as Alibaba, Dr. Oetker, P&G, L'oréal and more

Free webinar: Get ready for 2D barcodes

Get an introduction to 2D barcodes and why this transition is in focus right now.

In this free webinar you will also learn when and how to get started. Just find a date that suits you

Read more and register for the webinar

Why QR codes with GS1 standards?

Consumers today have a greater need for information about products than ever before. Governments, the UN, EU, organizations and industries are pushing for more sustainable development, increased traceability and visibility in the supply chain.

The classic linear barcode only contains the product's GTIN (GS1 barcode number) and is therefore no longer sufficient to meet these requirements.

With QR codes based on GS1 standards, companies can add more data to the barcode as it has a much higher data capacity.

Woman scans QR code on yogurt with phone in supermarket

QR codes enables more communication with consumers

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Direct link to product information

QR codes based on GS1 standards give consumers direct access to information about your brand and product.

Combine that with GS1 Digital Link and you can offer the consumer a wealth of engagement opportunities.

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Interaction after purchase

Consumers will be able to access information and interact with the product long after it has been bought and paid for in the supermarket.

This could be promotions or recipes that include your product.

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Better data and analysis

Interacting with and providing feedback on a product gives you increased and valuable insight into what consumers think.

This provides better data and better opportunities to develop and analyze your product in the future.

Are your scanners ready for 2D barcodes?

To realize its full potential, a 2D barcode must be scannable. A smartphone can scan any barcode using apps, but what about your scanners at the stock room, point-of-sale or self-checkout?

Through GS1's global collaboration with major barcode scanner manufacturers, you can now check if your equipment is ready to scan 2D barcodes.

Do you have questions about the overview, or is your scanner manufacturer not on the list? Then please contact GS1 Denmark.

How QR codes can reduce food waste

Are you interested in how QR codes with GS1 standards can reduce food waste?

Then download our white paper - 'Less food waste through smart barcodes' now.

Download the white paper

International experiences with QR codes

Two Meny employees stand in the supermarket with their backs to each other and smile for the camera


Meny in Norway: 18% reduction in food waste

In 2019, Meny in Norway launched a pilot project where they implemented 2D barcodes on 14 of their own meat products.

This led to an 18% reduction in food waste measured in dollars and cents, as they got a better overview of goods and optimized inventory management.

They started rolling out 2D barcodes on several product groups such as fruit, vegetables, dairy and meat, and expanded to external brands.


Woolworths in Australia: 44% reduction in food waste and 21% increased efficiency

In 2019, Woolworths in Australia began piloting 2D barcodes on fresh meat and poultry.

This led to a reduction in food waste of up to 44% and a 21% improvement in productivity.

The transition makes it easier for stores to identify products close to their expiration date and proactively lower prices. Food safety has also been enhanced by preventing the sale of outdated products. The success has led to ambitions to expand the use of 2D barcodes to other product categories.

Benefits of QR codes based on GS1 standards

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Warehouse management

Get better inventory management, less administration, increased availability, strengthen the 'first in, first out' process and achieve less food waste.

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Traceability

Verify product authenticity, ingredient and origin information, increase consumer trust and transparency in the flow of goods.

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Security

Take care of your brand, discourage the sale of expired or recalled products and stop counterfeit products.

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Sustainability

Get information on recycling, contribute to circular economy, reduce food waste via automatic price reduction on computer goods.

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Engaged consumers

Provide easy access to product information, promotions, recipes and increase brand engagement.

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Improved packaging

Improve marketing space on packaging, prepare for upcoming legislation and create an enhanced consumer experience.

Free up space on your product

Today, it's not uncommon to have multiple and different types of barcodes on one product - each with their own purpose. Not only does this take up unnecessary space on the packaging, it can also create confusion when using scanning equipment for instance at cash registers.

This could be a good reason to use a 2D barcode with GS1 standards on your product. With a 2D barcode, you can save a lot of space as you can consolidate a lot of data into one barcode.


A 2D barcode can contain a much more data. For example:

  • GTIN: 09521101530001
  • URL: your product.dk/01/09521101530 001/10/ABC123?17=270104‍
  • Batch/lot number: ABC123‍
  • Expiration date: 4 January 2027

This way, the cash register can scan your products, while customers with their smartphone can engage with your brand by scanning the barcode and being redirected to your website via GS1 Digital Link.

Illustration of a product with three types of barcodes and a product with a QR barcode with GS1 standards

* This can also be a GS1 Datamatrix

4 steps to get started with 2D barcodes

1

Determine the primary needs of your business

Clarify technological barriers

2

Coordinate with trading partners

3

Start a pilot where it makes sense

4

Kickstart your 2D conversion with a GS1 specialist

Get help and input from a GS1 specialist based on your specific business needs. This ensures you get off to a good start and are prepared for the transition to 2D barcodes and the opportunities they can offer you

2 hour online workshop

  • Get an understanding of why the industry is changing barcodes - and how quickly
  • Our top tips on how to get your business started with 2D
  • Possibility to get answers to your specific questions

Price:

5.500 DKK

Short project process

  • Review of your products and specific needs
  • Insight into what others in the same industry are doing
  • Help get an overview of your company's scanning and printing solutions and major trading partners
  • Insight into how GS1 tools can support implementation
  • Recommendations for next steps

Price:

from 10.750 DKK

Fill out the form and together we'll find a solution that's right for you.

2D implementation guide for grocery retail

Are you a brand supplier, retailer or merchant solution provider looking for end-to-end guidance to get started with 2D barcodes?

This implementation guide takes you and your business through the journey from 1D barcodes (e.g. EAN-13) to 2D barcodes (e.g. QR codes with GS1 Digital Link) that revolutionize suppliers' consumer communication capabilities.

The guide is structured and divided into chapters, so no matter where you are in the value chain, you will find specific knowledge for you.

Please contact GS1 Denmark if you have any questions about the guide. 

Get to know the global 2D barcode programme

A global transformation is underway, with companies and retailers working together to label packaging with a single 2D barcode based on GS1 standards. The initiative covers all retail and grocery product categories, including variable weight goods.

Read more about 2D barcodes on a global scale:

Questions and answers

Below you can find some of the questions and answers we have already received. Maybe it's something you're looking for too.

What are the benefits of replacing the EAN barcode with the 2D barcode?

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The EAN barcode has some limitations that make it unable to solve important business needs. It only contains a globally unique item number (GTIN) that identifies the product.

These limitations have led more companies to implement 2D barcodes as they can contain much more information. With 2D barcodes, companies can achieve better traceability solutions, supply chain visibility, increased consumer engagement, faster recalls, waste reduction and much more. It enables you to work more efficiently and save time and money.

What does the year 2027 mean for 2D barcodes?

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The industry-defined goal is for 2D barcodes to be used globally (alongside existing barcodes) in retail stores by 2027, and it is expected that different players will move at different speeds towards that goal. Our global 2D barcode programme is working with various global stakeholders to coordinate activities leading towards this goal.

What is the difference between the 2D barcodes GS1 DataMatrix, DataMatrix and QR code?

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GS1 DataMatrix, DataMatrix and QR Code are all 2D barcodes approved for use with GS1 standards. They are currently not approved for use in open supply chains at the point of sale (POS), so if you already use any of these 2D barcodes on a product, an EAN code will also be needed during the transition period. GS1 DataMatrix, DataMatrix and QR code can all be encoded with GS1 Application Identifiers such as GTIN, batch/lot number and expiration date. GS1 DataMatrix uses a syntax, or data element, called the GS1 Element string. QR Code and DataMatrix use the GS1 Digital Link URI syntax.

See the differences in how data is encoded in the readable text of the barcodes below.

GS1 DataMatrix uses the GS1 Element String syntax, which is also visible in other GS1 barcodes. This data format is widely used throughout the supply chain and supports the ability to deliver critical data where it is needed in healthcare, food, logistics units and a wide range of other locations.

QR Code and DataMatrix use the GS1 Digital Link URI syntax, which places GS1 data in a web-compatible format. This allows the information to be used for traditional supply chain applications, such as pricing, while being linked to online services. Note that the readable text below the barcode images above matches the URL format we are all used to. This means that GS1 Digital Link in a QR code or a DataMatrix can connect GS1 identifiers with all the benefits of the internet. The QR code is preferred today for consumer engagement because the standard camera on most cell phones can scan the QR code and direct the user to a website. DataMatrix can also be used to connect users to the web, but currently not all mobile cameras can read it. One advantage mentioned for DataMatrix over QR code is that DataMatrix is usually smaller and takes up less space.

See the differences in how data is encoded in the readable text by the barcodes below:

Will the traditional barcode disappear altogether?

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No, the EAN barcode is not going away. It will exist alongside the 2D barcode for as long as it is needed. If it is not necessary to add data beyond the GTIN (Global Trade Item Number) to the barcode, the traditional barcode can still be used.

The minimum requirement is that there must always be a GTIN in each barcode on packaging that is intended to be scanned in an exit box.

What is GS1 Digital Link?

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GS1 Digital Link is a standard that increases the flexibility of GS1 identifiers by defining how different GS1 standards are encoded into URLs and connecting identifiers to the internet. This means that GS1 identifiers, such as GTINs, now provide access to consumer-facing information, increasing the opportunity for enhanced brand loyalty, improved supply chain traceability information, connection via APIs to business partners, patient safety information and much more. The possibilities are endless.

Where a URL usually points to a single specific website, the URI syntax in GS1 Digital Link can be linked to all types of B2B and B2C information. If you label your product with a QR code with GS1 Digital Link, the 2D barcode provides a URL that anyone can scan while carrying a GS1 identifier - the same identifier used throughout the industry. You can find more information on the GS1 Digital Link landing page.

Why should I switch from EAN code to 2D barcode?

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The EAN barcode has some limitations that have led many companies to implement 2D barcodes to build better traceability solutions, increase visibility in the supply chain, increase consumer engagement, have better preparedness for recalls, reduce waste and much more.

The regular barcode can only contain the GTIN of the product, where 2D barcodes can contain additional information such as expiration dates, batch numbers and serial numbers. Having this kind of data in the barcode adds value by allowing information to be automatically read and processed.

Some 2D barcodes, such as a QR code combined with GS1 Digital Link, can contain additional information while connecting consumers and other users with additional information and offers online. In addition to containing more data, 2D barcodes are often smaller than traditional barcodes and also include other features such as built-in error correction, which increases reliability.

Do I need to have two barcodes on my product for a period of time? If yes, for how long?

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For a transitional period, you still need to use an EAN code on your packaging. This is because not all systems can handle 2D barcodes yet. This is also because 2D barcodes cannot be scanned by linear scanners used for traditional barcodes, but need optical scanning technology. Fortunately, optical scanners are becoming more and more common. Those systems that already have optical scanners may still need to make updates to handle the data contained in the 2D barcodes.

Until these updates are made at all retailers, dual labeling with both a 2D barcode and the existing EAN code will be needed for a transitional period. This ensures that pilot cases can be performed by retailers who have upgraded their hardware and software, while the existing functionality still works for those who have not.

Which 2D barcode should I use?

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To implement 2D, choose data carriers and syntax based on your business needs and your stakeholders' capabilities. GS1 recommends that you actively interact with your business partners to ensure that future work is collaborative and that the solutions developed comply with applicable regulations.

Can the data carrier encode a GS1 data syntax/format?

  • Can the data carrier be created and used with the speed and quality required in the specific case?
  • Can those who want to interact with the 2D barcode control and process it?

Framework

  • Is the 2D barcode compliant with legal requirements?
  • Does the 2D barcode follow the standard for how your system should be used?

Cooperation

  • Have the data, data carrier, packaging, hardware and scanning software and the receiving system's ability to store and use data been taken into account?
  • Have all internal and external stakeholders agreed to work towards the transition to the new solution?
    Stakeholders can be local GS1 member organizations, industry associations, trading partners and system suppliers.
  • Have all internal and external stakeholders agreed to work towards the transition to the new solution?
    Stakeholders can be local GS1 member organizations, industry associations, trading partners and system suppliers. What additional information will be available? The data encoded in barcodes and used in stores will vary depending on the applications that are enabled. As a minimum, the store must be able to handle a GTIN in a barcode.

What additional information will be available?

The data encoded in barcodes and used in stores varies depending on the applications enabled. As a minimum, the store must be able to handle a GTIN in a barcode.

How will more barcodes on the packaging affect scanning in the output box?

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Early results from pilot projects and other retail 2D barcode implementations show that scanning 2D barcodes is as easy, efficient and fast as scanning EAN barcodes. The global 2D program conducts extensive testing to gather insights into 2D performance.

These tests will provide answers to global priority questions such as: How fast can different barcodes be scanned with accuracy?

  • How does the encoded data (amount, type) affect scanning speed and accuracy?
  • How well do scanning systems find information on packaging with multiple barcodes?
  • How should barcodes be positioned in relation to each other for best scanning results?
  • How does the number of barcode types a scanning system looks for affect relative scanning performance?

What is the difference between the Future of On-Pack Coding program and the global 2D program?

  • The Future of On-Pack Coding was initiated by GS1 in 2019 to explore the issues raised globally regarding the need to have more information about products on packaging. As a result, a series of tools have been developed based on insights from around the world. These include a library of key lessons, pilots and proof of concepts where 2D barcodes have been used in a variety of applications.
  • The Global 2D program is the next phase of work and focuses on training and development of technical guidance and support for 2D barcode adoption with a focus on retail and exit checkout management.

How much space is required on the packaging for a 2D barcode?

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The amount of space required for a 2D barcode depends on the type of barcode used, how much data is encoded, and whether changes need to be made due to the material or shape of the package.

Section 5.12.3.1 of the GS1 General Specifications specifies the minimum and maximum sizes for 2D barcodes on products. The table below shows barcodes in their minimum and maximum sizes based on the standards defined in the GS1 General Specifications (note: depending on the screen resolution, the actual size below may differ from the physical size)

We are ready to help you

If you have questions about 2D barcodes or need further information, we are always ready to guide you.

Karolina Hentze
Member Consultant & Standards Specialist
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+45 32 67 35 31
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khe@gs1.dk
Mads Kibsgaard
Senior Standards & Sustainability Specialist
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+45 39 16 90 08
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mki@gs1.dk
Nikolaj Brink Laursen
Industry Engagement Manager - Food retail / Foodservice
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+45 39 16 90 23
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nla@gs1.dk