A new GS1 US consumer survey found that 33% of US adults expect to pay more for food this summer compared to last summer due to inflation and nearly half (47%) expect to pay the same, suggesting 80% report feeling no relief from high grocery prices.

With rising food costs and summer gatherings nearing, US consumers are paying closer attention to food labels and seeking smarter ways to shop. The survey also showed that more than three-quarters (76%) of consumers want more information due to higher food costs, with 71% saying that they are reading labels more closely and often. Additionally, 66% said they would scan a QR code on food packaging to access information such as freshness, ingredients and shelf life.

"Shopping behaviors are shifting, and consumers are scrutinizing products and labels more than ever at the point of purchase to ensure they align with their preferences and budgets," said Bob Carpenter, president and CEO of GS1 US. "Consumers want more transparency, and our digital world can provide real-time access to the information they seek. QR codes powered by GS1 are emerging on product packaging to help shoppers retrieve more-trusted real-time product details via a smartphone scan —supporting smarter, more confident decisions at the shelf."

Through industrywide collaboration facilitated by GS1 US, brands globally are beginning their transition from the UPCs that have powered price lookup for more than 50 years to new advanced QR codes powered by GS1 that link a physical product to digital information — while still going "beep" at checkout. These smarter barcodes can offer shoppers access to detailed information directly from the brand, including origin, ingredients, synthetic dye disclosures, nutritional content, allergens, storage tips and more. Retailers have set a target date to accept QR codes at checkout by 2027, although many will be ready sooner – a GS1 US initiative labeled Sunrise 2027.