As we look forward to 2026, a fundamental shift is already underway in product identification. The standard one-dimensional barcode is giving way to the dynamic 2D barcode, accelerated by the GS1 Sunrise 2027 initiative. The transition to QR codes and GS1 Digital Link is also driven by evolving regulations, consumer demand for transparency, the industry’s push for operational efficiency and the growing need for brands and private labels to establish a direct line of communication with shoppers.
Markem-Imaje, a global leader in product identification and traceability solutions, is deeply engaged in supporting this transition across Europe and beyond. Rémy Fontanet, Solutions Business Development Manager at Markem-Imaje, comments on the three trends driving rapid uptake of next-generation 2D barcodes.
1. Transparency is now a baseline expectation
“This year we saw a major UK retailer, Tesco, begin trials of next-generation QR codes powered by GS1 Digital Link to improve the accuracy of date codes, reduce food waste, help prevent the sale of out-of-date products and better inform consumers. The pilot demonstrates exactly why brands and retailers are accelerating adoption.
“Consumers increasingly expect instant, unique, verifiable information about the products they buy. They want to understand where an item comes from, how it was made, and what is in it. 2D barcodes can provide this depth of information transparency in a single scan, helping retailers and brands build trust through content that extends far beyond what can be physically displayed on the pack.
“According to Syndigo’s State of Product Content 2024, half of consumers abandoned a potential purchase because they could not find enough information, while 35 % returned a product because it did not meet expectations based on its description.
“GS1 Digital Link offers a direct way to meet this rising demand for clarity and trust.”
2. Sustainability and waste reduction are still high on the agenda
“The second major trend is sustainability. New EU rules, including the Digital Product Passport (DPP), will require brands to share more detailed information on-pack, covering ingredients, sourcing, environmental performance and recycling guidance. Static labels alone cannot meet this requirement, but 2D barcodes can. 2D barcodes offer the most effective way to provide accurate, batch-level or even serialised, unique information for each product, without overcrowding packaging.”
“Consumers also continue to prioritise sustainable behaviour. Mintel reports that 73% of UK shoppers try to act in a way that is not harmful to the environment. Having recycling information at your fingertips through a quick scan with your smartphone will facilitate waste handling. In addition, with smart 2D, you can include best-before dates and recall information in the connected code and block it at the Point-of-Sale or automatically lower its price when the product is about to expire, hence, increasing sales volumes and avoiding food waste.”
3. Health and wellness are shaping a new era of product data
“The third trend shaping adoption in Europe is health and wellness. As concerns around ultra-processed foods increase and the use of weight-management therapies becomes more mainstream, consumers are seeking more specific, real-time nutritional insights.
“Providing clear and complete information via a QR code allows consumers to make more informed choices and helps credible brands differentiate themselves. The clean label movement reinforces this. Innova Market Insights data shows that 35 % of European food and beverage launches carry a clean label claim, with strong consumer demand for ingredient transparency. Nearly two-thirds of shoppers reconsider purchases based on the ingredient list, and more than half say honesty is their top priority.
“2D barcodes can provide unique product or batch-level nutritional data, allergen updates and even direct access to recall information. For brands, this creates an opportunity to strengthen trust and loyalty by offering verified product data at the moment it matters most: the point of choice.”
Raw Generation, a leading cold-pressed juice and nutrition brand in the US, announced Little Sippers, a new line of nutritionist-designed cold-pressed juices made just for kids. Each weekly set includes juices with 40 raw fruits and vegetables, offering a delicious and nutritious variety. It allows parents an easy and fun way to incorporate essential nutrients into their kids’ diets, with no added sugars or artificial ingredients.
In the US, approximately two-thirds of children’s energy intake comes from ultra-processed foods, according to a recent study by JAMA. With this in mind, Little Sippers was created to combat the alarming rise in childhood obesity and nutritional deficiencies. Each 4-oz bottle contains naturally occurring vitamins and minerals while delivering hydration, antioxidants, and electrolytes without the ultra-processed ingredients in traditional juice boxes. The weekly packs contain seven flavours – Red, Orange, Yellow, Green, Blue, Purple, and Pink – allowing children to enjoy a rainbow of fruits and vegetables and give parents peace of mind knowing their child is getting real, whole foods and unprocessed nutrition.
Unlike shelf-stable juices that are heavily processed and stripped of real nutritional value, Little Sippers are 100 % raw and cold-pressed to preserve every possible nutrient. Every bottle is free of the questionable “natural flavours” and gluten-, soy-, and dairy-free. Like Raw Generation juices, Little Sippers ship frozen for optimal freshness and convenience, and arrive within 1-3 business days. They are available in supply options of 4-week (28 bottles for USD 99.99) and 8-week (56 bottles for USD 159.99). Little Sippers are meant to be enjoyed daily, offering children a fun way to supplement their diet and get a wide variety of fruits and vegetables – 40 to be exact!
Raw Generation, a leading cold-pressed juice and nutrition brand in the U.S., announced Little Sippers, a new line of nutritionist-designed cold-pressed juices made just for kids. Each weekly set includes juices with 40 raw fruits and vegetables, offering a delicious and nutritious variety. It allows parents an easy and fun way to incorporate essential nutrients into their kids’ diets, with no added sugars or artificial ingredients.
In the U.S., approximately two-thirds of children’s energy intake comes from ultra-processed foods, according to a recent study by JAMA. With this in mind, Little Sippers was created to combat the alarming rise in childhood obesity and nutritional deficiencies. Each 4-oz bottle contains naturally occurring vitamins and minerals while delivering hydration, antioxidants, and electrolytes without the ultra-processed ingredients in traditional juice boxes. The weekly packs contain seven flavours – Red, Orange, Yellow, Green, Blue, Purple, and Pink – allowing children to enjoy a rainbow of fruits and vegetables and give parents peace of mind knowing their child is getting real, whole foods and unprocessed nutrition.
Unlike shelf-stable juices that are heavily processed and stripped of real nutritional value, Little Sippers are 100 % raw and cold-pressed to preserve every possible nutrient. Every bottle is free of the questionable “natural flavours” and gluten-, soy-, and dairy-free. Like Raw Generation juices, Little Sippers ship frozen for optimal freshness and convenience, and arrive within 1-3 business days. They are available in supply options of 4-week (28 bottles for USD 99.99) and 8-week (56 bottles for USD 159.99). Little Sippers are meant to be enjoyed daily, offering children a fun way to supplement their diet and get a wide variety of fruits and vegetables – 40 to be exact!
For more information about Little Sippers, please visit www.LittleSippers4Kids.com.
Firmenich introduces Orange NextGen replacers and extenders, its natural alternative to FTNF (From The Named Fruit) orange oils, achieving identical orange flavours at significant economic benefit to customers and enabling sustained supply.
The global orange oil market has been under severe pressure and volatility in recent years due to crop shortages, poor fruit quality, climate-related challenges, and transportation instability. To address these supply disruptions and meet the growing demand for orange citrus oils, Firmenich has developed a range of natural, high-performing Orange WONF (With Other Natural Flavours) solutions, achieving taste profiles identical to orange oils.
“A fundamental part of our commitment to being our client’s unrivaled Citrus Partner means providing great taste and consistent quality, together with supply stability,” said Sonia Botta, Firmenich’s Global Citrus VP. “This is especially relevant in light of the continuing supply challenges facing the orange oil market. By leveraging our strong in-house citrus capabilities, advanced analytical expertise and deep understanding of natural molecules, our experienced Citrus Flavorists have masterfully created Orange NextGen replacers and extenders, allowing us to provide equivalent taste at cost competitiveness.”
For use in a wide variety of applications including waters, juices, alcoholic beverages, sweet goods and savory products, Firmenich’s Orange NextGen is designed to replace or extend orange oils, helping customers avoid product disruptions and delivering the same great flavour their consumers have grown to love.
The incorporation of sleep-friendly ingredients in food and drinks is expected to have future potential as it closely aligns with many consumers’ want for a better night’s rest through natural methods, according to GlobalData, a leading data and analytics company.
According to the company’s Global 2019 Q3 Consumer Survey, a notably higher proportion of Gen X and Gen Y consumers worldwide (79 %) are concerned about tiredness/fatigue than the retired Silent Generation (58 %). Among Gen Y, the pressure that comes with starting a new career, combined with a typically higher propensity to watch television or stream apps, could play a part in preventing regular sleep, leading to fatigue in day-to-day life.
GlobalData’s report, ‘Foresights: Night-Time Foods and RTD Beverages’, highlights a growing awareness among consumers that their diets can have a major impact on their sleeping patterns.
New health trend opportunity as sleep-friendly ingredients enter beverages and snacking, says GlobalData
The incorporation of sleep-friendly ingredients in food and drinks is expected to have future potential as it closely aligns with many consumers’ want for a better night’s rest through natural methods, according to GlobalData, a leading data and analytics company.
According to the company’s Global 2019 Q3 Consumer Survey, a notably higher proportion of Gen X and Gen Y consumers worldwide (79 %) are concerned about tiredness/fatigue than the retired Silent Generation (58 %). Among Gen Y, the pressure that comes with starting a new career, combined with a typically higher propensity to watch television or stream apps, could play a part in preventing regular sleep, leading to fatigue in day-to-day life.
GlobalData’s report, ‘Foresights: Night-Time Foods and RTD Beverages’, highlights a growing awareness among consumers that their diets can have a major impact on their sleeping patterns.
Ramsey Baghdadi, Consumer Analyst at GlobalData, comments: “As fatigue and tiredness are such a high concern for consumers globally, foods and beverages with ‘sleep-friendly’ claims will perform well in an otherwise highly saturated market, as they create a point of differentiation against traditional energy-boosting counterparts.”
Younger consumers are most vulnerable to feeling sleep deprived due to their hard-working, digital-orientated lifestyle. As a result, manufacturers in the past year such as the sleep-easy ice cream brand Nightfood and sleep-friendly ready-to-drink (RTD) brand Snoooze, have been focusing on foods and beverages specially designed to be consumed shortly before bed to improve sleep patterns.
Baghdadi states: “Such products are also an innovative example of how manufacturers can stand out from the competition by highlighting unique benefits to consumers such as specific lifestyle/health benefits, as product specificity is a key driver in consumer purchasing behavior. Manufacturers should use more natural ingredients in their products as a significant proportion of consumers globally are concerned about chemical/pharmaceutical sleep solutions, following global trends towards simpler and more natural lifestyles.
“The key to these sleep-friendly snacks is that they contain more plant-based ingredients that claim to improve digestion, natural melatonin levels and are low in sugar, leading to a deeper sleep.”
Ramsey Baghdadi, Consumer Analyst at GlobalData, comments: “As fatigue and tiredness are such a high concern for consumers globally, foods and beverages with ‘sleep-friendly’ claims will perform well in an otherwise highly saturated market, as they create a point of differentiation against traditional energy-boosting counterparts.”
Younger consumers are most vulnerable to feeling sleep deprived due to their hard-working, digital-orientated lifestyle. As a result, manufacturers in the past year such as the sleep-easy ice cream brand Nightfood and sleep-friendly ready-to-drink (RTD) brand Snoooze, have been focusing on foods and beverages specially designed to be consumed shortly before bed to improve sleep patterns.
Baghdadi states: “Such products are also an innovative example of how manufacturers can stand out from the competition by highlighting unique benefits to consumers such as specific lifestyle/health benefits, as product specificity is a key driver in consumer purchasing behavior. Manufacturers should use more natural ingredients in their products as a significant proportion of consumers globally are concerned about chemical/pharmaceutical sleep solutions, following global trends towards simpler and more natural lifestyles.
“The key to these sleep-friendly snacks is that they contain more plant-based ingredients that claim to improve digestion, natural melatonin levels and are low in sugar, leading to a deeper sleep.”
