Nov 13, 2025 by Mark Dingley
Just two years ago, 2D barcodes were the next big thing on the horizon. Today, they’re no longer a future concept; they’re happening.
Across Australia and New Zealand, manufacturers, retailers and packaging suppliers are moving from pilots to rollout.
Retailers are upgrading point-of-sale (POS) scanners, and manufacturers are embedding 2D codes in live production runs.
And with GS1’s Sunrise 2027 target for full POS readiness fast approaching, the countdown is on.
Back in 2023, Woolworths’ pilot programs put 2D barcodes on meat, produce and ready-meal lines. Fast-forward to 2025, and adoption has broadened almost as far as it needs to go.
Early data from Woolworths shows more than 10 million 2D codes have been scanned per week since 2020, helping cut food waste by up to 40% thanks to expiry-date data embedded into the code.
At Woolworths, meats and fresh salads have now almost completely transitioned to 2D barcodes, and ready-made meals are beginning to follow — already visible on supermarket shelves. It’s unlikely it needs to expand much further than that in the immediate future, as these are the areas with the highest potential waste – and that’s the problem Woolworths set out to fix.
GS1 Australia reports that major supermarket groups are working toward full dual-read capability by 2027, upgrading stores with image-based scanners that can read both 1D and 2D codes.
Coles has a pilot program under way, while Aldi is rolling out 2D capability globally on a country-by-country basis. Metcash has not yet provided an update, but is expected to follow soon.
Such a huge transition isn't always smooth though. Matthews Australasia CEO Mark Dingley told audiences at the CeMAT / Industrial Transformation expo that, in the early days, Woolworths saw challenges around scanner calibration, supplier training and data accuracy across thousands of SKUs.
The transition to 2D barcodes is a genuine game-changer for the industry. Each 2D code can encode or link to:
The richer data unlocks smarter recall management, automated stock rotation and real-time inventory insights.
It also means brands can connect consumers directly to verified product details (e.g. ingredients, allergens, sustainability credentials, certifications) simply by scanning the pack.
Beyond retail, 2D codes are proving valuable for export traceability and anti-counterfeit protection.
Across categories, manufacturers are starting to integrate 2D barcodes into their production runs, with most starting with dual marking (1D + 2D) to ensure full retail compatibility during the transition.
For packaging teams, that raises questions:
At Matthews, we’re working with manufacturers to provide 2D-ready printing and coding technologies, including:
With more data to manage, we recommend all equipment to be integrated through Matthews iDSnet, enabling centralised message control, data accuracy and full traceability.
High resolution printing is ideal for direct carton printing.
When asked about the cost of upgrading systems, Mark Dingley said, “Any new technology comes with upfront cost. But what you gain is access to better data. That enables smarter decisions, reduces human error, and improves compliance – especially for exporters needing proof of provenance.”
In short, if implemented well, 2D barcodes don’t become a cost, they become a cost saving.
Technology advances are also making the shift easier. Camera-based scanners – essential for 2D – are now cheaper than older laser models, while upcoming infrastructure and cybersecurity upgrades mean most new hardware will be 2D-ready by default.
Globally, major retailers such as Carrefour are already celebrating successful large-scale implementation of Next Gen Barcodes powered by GS1.
Its new QR codes now appear on 148 million bottles of wine per year, carrying full GTIN data for checkout scanning. GS1 President Renaud de Barbuat calls it a “supercharged QR code” that consumers can “beep” at the checkout for information they can trust.
The technology also helps reduce product fraud, estimated to cost the Australian industry $2 billion to $3b annually.
And adoption isn’t limited to major players: the first small retailer in the world to fully adopt 2D barcodes was a deli in Brazil. Within two months, the business implemented GS1 solutions and reduced waste by 50 % thanks to better inventory visibility.
The industry has moved beyond proof of concept, however there’s still a long way to go. As the 2027 deadline approaches, the question is no longer if you’ll move to 2D barcodes, but when and how fast.
Read our step-by-step guide to navigating 2D barcodes.
Learn everything you need to know about 2D barcodes in our 2D Barcodes Learning Centre
When you’re ready, visit our online Barcode Academy and test your knowledge!
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