November 13, 2025 Industry news
The latest edition of the Connected Experience Report, produced by SharpEnd and Io.tt, marks a turning point in the evolution of connected packaging. What was once a marketing gimmick is now a strategic imperative, with QR codes and NFC becoming a default access point for product information, sustainability credentials and post-purchase engagement.
As the report shows, brands are no longer asking if they should adopt connected packaging, but how to do it well. With the global transition to 2D barcodes already underway, the need for scalable, standards-based solutions has never been greater.
From marketing tool to business-critical infrastructure
The report reveals a growing maturity in how brands approach connected packaging. While marketing teams remain key drivers, there is a clear shift towards cross-functional collaboration, with supply chain, compliance and IT teams increasingly involved in implementation.
At GS1 UK, we are actively supporting this shift by helping businesses adopt QR codes powered by GS1. These next-generation barcodes link every product to a unique, trusted digital identity.
They enable brands to:
- Meet evolving regulatory requirements, including the Digital Product Passport (DPP) and Packaging and Packaging Waste Regulation
- Deliver richer, more relevant product information to consumers, from allergens and ingredients to sustainability credentials
- Unlock new value across the supply chain with real-time data sharing and improved traceability
A new standard for transparency and trust
As Camilla Young, our programme lead for the next generation of retail barcodes, explains in the report: “QR codes powered by GS1 are not just a new type of barcode. They are a gateway to a more transparent, efficient and connected retail ecosystem.” This is backed by our own research, which shows that:
- 61 per cent of UK brands expect QR codes to become standard in retail by 2026
- 69 per cent of executives see QR codes as central to their growth plans
- More than half of UK consumers have experienced allergic reactions due to unclear labelling
By embedding trusted, interoperable data into every product, QR codes powered by GS1 help brands build consumer trust, reduce risk and futureproof their operations.
From pilot to scale
The report highlights the importance of moving from pilot projects to scalable, enterprise-wide adoption.
At GS1 UK, we are working with leading retailers and brands, including Tesco, to test and scale QR codes powered by GS1 in real-world environments.
As Camilla Young explains in the report, QR codes powered by GS1 are designed to work across the entire value chain. They provide a consistent way to connect physical products to digital experiences, enabling businesses to meet regulatory requirements, improve operational efficiency and deliver trusted information to consumers.
We are supporting organisations at every stage of their journey, from initial exploration to full implementation, with practical guidance, technical standards and tools that ensure QR codes powered by GS1 are interoperable, future-ready and built for scale.
The future is connected and it is already here
As the report makes clear, connected packaging is no longer a future trend. It is a present-day priority. But to realise its full potential, brands must move beyond short-term campaigns and embrace connected packaging as a long-term strategic asset.
With QR codes powered by GS1, businesses can deliver the transparency consumers demand, the data regulators require and the agility supply chains need. The future of packaging is connected and GS1 UK is here to help you lead the way.
