2/3 of Poland perceive themselves as aware consumers – want to know, what they are buying, and over half regularly check information on packaging before purchasing. Such conclusions come from research Kantar on order GS1 Poland [1]. At the same time the smartphone has become an inseparable element of the shopping process – in stores using it by 90% of students. The survey also showed that over 1/3 of respondents have already QR codes from packages of products, a 56% declare willing to use of this
function, to get more information about articles. 
Read more
most scanned in shops and drugstores
This is is an optimistic forecast in context of upcoming changes in trade, related to the planned gradual transition from one-dimensional codes to 2D codes from GS1 to end 2027 year.
Telephone as an inseparable element of shopping
Survey Cantar indicates, that the smartphone plays an important role in the shopping process of Poland – as 90% of respondents use it while shopping on stationary. They most often use it to check promotions (71%), consult on purchases with family (62%), take photos of products (59%) and control the list of purchases (48%).
The widespread use of phones during purchases provides the opportunity to use them also to scan codes QR from packaging products, providing consumers access to a wider range of information. Service of these codes is extremely simple – all is needed is a smartphone with an embedded apparatus and access to the internet, which makes simple, that this technology is accessible to a wide group of customers, dependent on age or level of familiarity with technology. Thanks to QR codes placed on packaging by manufacturers have the opportunity to become an inseparable element of daily shopping, facilitating making informed and thoughtful decisions.
Positive attitude to codes QR
Already 64% of surveyed have exposed to QR codes on packaging and know what they are for. More than 1/3 of respondents declare, that they scanned QR codes beforepurchase product, a 1/5 declared scanning purchased products at home.
Fast access to information (55%), collection of data in one place (49%) and detailed information about product (47%) are the main factors, which according consumers may motivate their to scan QR codes. At the same time 43% indicate the lack of need to contact the store worker as an important advantage codes QR.
– The dynamic development of mobile technologies and growing information needs of consumers clearly indicate, that codes 2D – in that codes QR – are the future of commerce. It is a tool that in a simple way gives consumers complete data about products, facilitating their making informed purchasing decisions. Thanks to global implementation of 2D codes from GS1, to which we make as an organization GS1 supported by Consumer Goods Forum, trade retail will become even more transparent and adapted to the expectations of modern customers – says dr inż. Elzbieta Halas, president of Government GS1 Poland.
What do consumers want to know ?
Respondents would most likely scan QR codes, to know the composition of products (77%), learn about updated promotions (76%) or check information about harmful substances (74%).
High on the list of desired information are: instruction, how to use a product (69%), information about the manufacturer (68%), country of origin (66%), return/complaint conditions (64%) and reviews and opinions of other users (61%).
Survey respondents would most likely scan QR codes from: food and beverage (62%), cosmetics and care (58%), pharmaceutical (53%), and also f household chemicals (49%), AGD/RTV (45%) and electronics (45%).
The Future Codes QR
Codes GS1 QR are revolutionizing identification of products and supporting the development of interactive communication between producers and consumers. In the size further development of technologies their importance will grow, transforming the way we shop. The potential of GS1 QR codes as a new standard for shopping is confirmed by surveys – 59% of respondents perceive their benefits, 56% declare their willingness to get more information about the product, and 55% predict further increase their popularity.
The transition from traditional codes (EAN) to codes GS1 QR has been supported in a common statement by 26 lead global companies, such as Lidl, Carrefour, Alibaba, Barilla,Mondelēz or Nestlé. Implementations of this technology encompass the whole world and diverse sectors, including the food industry, motoring, industrial, dairy, apparel and shoe, agriculture, sector beauty, DIY and electronics. The trade industry already with success implementing this new technology. QR codes from GS1 are tested in 48 countries and implemented by the largest world companies, such as L’Oreal, PepsiCo and Procter & Gamble. In Poland there is also growing interest in companies in implementing dimensional codes on consumer packaging. Among organizations, which have signed letters intent, declaring willingness to transition to codes 2D from GS1, are the following, among others: Żabka, Biedronka, DOZ and Auchan.
To facilitate adjustment to new standards, in the transition period on packages may use only traditional codes and codes 2D from GS1.
GS1 Poland is part of the international not-for-profit organization GS1, which operates in 150 countries. The most recognized standard GS1arecodesofcredit,usedtodayacrosstheworld.Standardsenablecompaniestoidentify,collectandshareinformationaboutproducts,locations,partners,shipment andeventsinthewholesupply chain.ScaleandreachGS1are:localmemberorganizationsin118countries,over6millionparticipantssystemand10milliontransactionseachday.
[1]DatafromasurveyconductedbyKantaronorderGS1inNovember2024year.Thesurveycovered1000Polishpeopleofage18-70years.
.