The global packaging industry is seeing a shift toward 2D barcodes, which can carry significantly more data than traditional linear barcodes, and an industrial printing technology provider is calling it a “strategic evolution” rather than a simple technical update.
In a recent industry briefing, German printing company Leibinger said manufacturers that act early to integrate these data-rich codes are positioning themselves for higher efficiency, improved regulatory compliance and a clear competitive advantage over slower-moving competitors.
However, the company also acknowledged that while the move to 2D codes represents one of the most ambitious transformations in modern packaging, the journey comes with several technical, organisational, and external challenges that require careful navigation.
According to Leibinger, the technical aspects of 2D code implementation present risks for manufacturers.
“2D codes are dense, data-rich, and highly detailed — which means printing precision is critical. Small deviations in droplet size, ink adhesion, or substrate reflectivity can cause scanner errors. Materials such as glossy film or transparent plastic require excellent contrast and stability to maintain readability,” the company explained.
The variable data component adds another layer of complexity. As batch numbers or expiry details change, so does the code pattern, requiring consistent calibration to prevent print quality deterioration.
Beyond the technical aspects, the German company also points out that many projects struggle because of unclear data ownership and management structures.
“If systems like ERP (enterprise resource planning), MES (manufacturing execution system), and printers aren’t fully synchronised, the digital workflow breaks down. The result: wrong data on the right code — or the right data printed too late.”
Leibinger added that even if manufacturers achieve internal readiness, the broader retail environment faces its own challenges.
“Not all retailers’ POS scanners are 2D-ready yet, so during the transition phase, dual coding — printing both a 1D barcode and a 2D symbol — will remain necessary in many cases,” the company said.
The company notes that user acceptance presents another challenge, as operators, retailers, and consumers adapt to new ways of interacting with packaging.
