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QR codes powered by GS1 Digital Link to improve the accuracy of date codes, reduce food waste, help prevent the sale of out-of-date products and better inform consumers.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.”

Döhler announces the expansion of its Paarl manufacturing facility, marking a significant advancement in its operations within the African market. By enhancing product availability and customising offerings, Döhler deepens its partnerships with local customers and positions itself at the forefront of the food, beverage and life science and nutrition industry in the region.

The expansion of Döhler South Africa’s plant in Paarl introduces new, state-of-the-art production lines for compounds and emulsions as well as powdered and liquid flavours. In addition, it substantially increases the company’s capability for processing bulk juice concentrate. From now on, customers will have direct access to the complete portfolio of compounds, which shows Döhler’s commitment to being at the forefront of the food, beverage and life science and nutrition industry in the region.

2024 promises to be a groundbreaking year for Döhler South Africa following notable achievements and the establishment of strategic partnerships in the last year. The Paarl plant expansion sets the stage for future advancements. The addition of cutting-edge production lines and state-of-the-art R&D labs will further strengthen Döhler’s ability to deliver high-quality products and product solutions directly to the African market.

The expansion of Döhler’s plant in Paarl was officially inaugurated in May with a ceremony attended by prominent industry figures, the Drakenstein Executive Mayor and the Consul General of the German Consulate, emphasizing Döhler’s commitment to deepen its engagement with the African food, beverage and life science and nutrition industry.

Link between happiness and hydration among Americans found in a survey^* on water consumption habits

While it’s no secret that hydration is essential for health, a new survey commissioned by True Lemon and conducted by OnePoll uncovered its impact on overall happiness for Americans. Among the 2,000 respondents, 46 % who drank the most water (10+ glasses a day) said they were very happy compared to only 22 % of those who drank the least water (1 – 3 glasses a day).

Those that drank the most water also reported finding happiness and appreciating the little things in their days. They also try to improve their mood and fuel their day by staying hydrated (36 %), eating enough to avoid getting “hangry” (31 %) and taking walks (30 %). In addition, 61 % percent of those who drank more than 10 glasses of water a day said they used water additives or drink mixes and powders like True Lemon, while 59 % of those who drank the least water said they did not.

“There are so many health benefits to drinking water, but 43 % of respondents reported that water ‘tastes boring’ posing it as one of the biggest challenges to increasing their intake. The number one problem we solve for our customers is that we help them drink more water. In fact, in a recent study with over 4,000 of our customers, 94 % said we helped them drink more water every day,” said Heidi Carney, Executive Vice President, Marketing at True Citrus. “Adding a packet of True Lemon to your water allows you to reap all the hydration benefits of drinking water by making it delicious.”

^*This random double-opt-in survey of 2,000 general population Americans was commissioned by True Lemon between Feb. 16 and Feb. 22, 2024. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).