Product labeling represents far more than printing numbers beneath parallel lines. For consumer packaged goods (CPG) brands entering retail distribution, proper product identification determines whether items scan successfully at checkout, move efficiently through supply chains, and maintain accurate inventory across multiple channels.

This comprehensive guide explains the product identification standards that connect manufacturers, distributors, retailers, and consumers through a unified global system.

Understanding GS1 Standards for Product Identification

GS1 operates as a neutral, not-for-profit organization establishing voluntary standards that create interoperability across global commerce. Rather than proprietary systems requiring translation between different platforms, GS1 standards function as a universal adapter enabling seamless communication throughout supply chains.

The organization maintains 116 member organizations worldwide, with each regional office supporting standards implementation within their territory. GS1 US manages North American operations, while parallel organizations exist in Canada, Europe, South America, and other markets.

Why Universal Standards Matter

Consider ordering products manufactured internationally for distribution through domestic retail channels. Without standardized identification, each system would require custom integration to communicate product information. GS1 standards eliminate these barriers by establishing common data structures recognized across scanning systems, warehouse management platforms, and point-of-sale terminals globally.

The Three Pillars of GS1 Standards

GS1 standards operate across three interconnected functions that support product movement from manufacturing through consumer purchase.

Identify: Creating Unique Product Numbers

Every item within a supply chain requires unique identification. The Global Trade Item Number (GTIN) serves as the foundation for product identification, appearing as the numeric string beneath retail barcodes. Beyond individual products, GS1 standards enable identification of:

Locations: Global Location Numbers (GLN) identify manufacturers, distribution centers, warehouses, and retail locations where products transit

Logistics Units: Serial Shipping Container Codes (SSCC) track pallets and shipping containers moving through distribution networks

Shipments: Global Shipment Identification Numbers (GSIN) provide alternative logistics tracking methods

Returnable Assets: Global Returnable Asset Identifiers (GRAI) track reusable containers, pallets, and kegs

Individual Assets: Global Individual Asset Identifiers (GIAI) monitor specific equipment like computers or machinery

Documents: Global Document Type Identifiers (GDTI) classify invoices, packing slips, and other business records

These identification keys connect each supply chain touchpoint, establishing visibility from manufacturing facilities through final retail sale.

Capture: Encoding Data in Scannable Formats

Product identification numbers require machine-readable formats for automated processing. Multiple barcode types accommodate different supply chain applications:

UPC-A/EAN Barcodes: Standard retail point-of-sale barcodes holding 12-digit GTINs, recognized universally across checkout systems

GS1 DataBar: Compact barcodes suitable for small items like produce, containing GTINs with additional data capacity

ITF-14: Barcodes designed for cases and outer packaging, often printed directly onto corrugated materials for warehouse scanning

GS1-128: High-capacity linear barcodes accommodating GTINs plus supplementary information including batch numbers, expiration dates, and manufacturing codes (limited to 40 characters)

GS1 DataMatrix: Two-dimensional barcodes storing substantially more data than linear formats while occupying approximately one-fourth the space of standard UPC barcodes

QR Codes: Web-enabled two-dimensional barcodes directing consumers to online experiences while maintaining point-of-sale functionality

RFID Tags: Radio frequency identification enabling automatic data transmission without requiring direct scanning

Different barcode formats optimize for specific environments. UPC barcodes excel at retail checkout. ITF-14 and GS1-128 barcodes withstand distribution handling. Two-dimensional codes support emerging requirements for enhanced product data.

Share: Exchanging Product Information Across Partners

After establishing unique identifiers and encoding them into scannable formats, product data must flow between supply chain participants.

Master Data Synchronization: The Global Data Synchronization Network (GDSN) enables trading partners to access validated product information including descriptions, classifications, dimensions, and brand ownership

Transactional Data Exchange: Electronic Data Interchange (EDI) facilitates computer-to-computer communication for purchase orders, advance ship notices, and other transaction documents

Physical Event Tracking: Electronic Product Code Information Services (EPCIS) records each barcode scan event with timestamps and location data, documenting product movement through distribution networks

These data exchange standards create supply chain transparency, enabling real-time visibility into product locations, quantities, and conditions.

The GS1 Company Prefix: Foundation of Product Identification

Product identification begins with licensing a GS1 Company Prefix. This numeric string, typically seven to ten digits, belongs exclusively to your organization and generates all identification numbers for products, locations, and logistics units.

Prefix Capacity Options

Company prefixes accommodate different business scales:

• Single GTIN: Individual product identification for businesses with minimal SKU counts

• 10 GTINs: Suitable for startup brands with limited product lines

• 100 GTINs: Accommodates growing brands expanding product varieties

• 1,000 GTINs: Supports established brands with diverse product catalogs

• 10,000+ GTINs: Enterprise-scale capacity for major manufacturers

Capacity selections should account for current products plus anticipated growth, considering that discontinued products cannot reuse their assigned GTINs.

Calculating Product Identification Needs

GTIN requirements multiply rapidly across product variations. Consider a shirt manufacturer producing:

• 3 styles (short sleeve, long sleeve, V-neck)

• 3 colors per style

• 3 sizes per color

• 3 packaging configurations (individual, 2-pack, 3-pack)

This combination requires 81 unique GTINs for comprehensive product identification. Each distinct variation needs separate identification to prevent ordering confusion and inventory errors.

For CPG brands, similar multiplication occurs across:

• Product flavors or formulations

• Package sizes

• Multi-pack configurations

• Mixed variety packs

• Seasonal or limited editions

Once assigned, GTINs cannot be reused when products are discontinued or reformulated, making adequate capacity planning essential.

Creating GTINs for Product Hierarchies

Products often exist in multiple packaging levels requiring distinct identification at each stage.

Individual Item Level

The base consumer unit receives its primary GTIN, encoded in a UPC-A barcode for retail scanning. This identifies the single product consumers purchase.

Inner Pack Level

Products grouped together receive separate GTINs. A four-jar case of jam requires different identification than individual jars to prevent ordering errors when customers specify quantities.

Case Level

Larger configurations containing multiple inner packs need unique GTINs. An eight-jar case (containing two four-jar inner packs) requires distinct identification from both individual items and smaller configurations.

Pallet Level

Logistics units consolidating multiple cases for shipping receive either GTINs or SSCCs. As businesses scale, SSCCs provide enhanced tracking capabilities for warehouse management and transportation.

Each packaging level maintains its own GTIN, creating clear differentiation throughout distribution processes and preventing fulfillment mistakes.

Implementing GS1 US Data Hub

The GS1 US Data Hub platform provides centralized management for product identification and barcode generation.

Platform Capabilities

Upon licensing a company prefix, brands receive complimentary Data Hub access supporting:

GTIN Assignment: Automated generation of product identification numbers from company prefixes, preventing duplication errors

Barcode Creation: Downloadable barcode images in multiple formats (UPC-A, EAN, ITF-14, GS1-128) ready for label printing or packaging artwork

Capacity Monitoring: Real-time visibility into remaining GTIN capacity within licensed prefixes

Product Data Management: Centralized storage for product descriptions, dimensions, weights, and other attributes

Brand Validation: Authentication of brand ownership protecting against counterfeit listings on marketplaces

Product Setup Process

Before setting products to "in-use" status (indicating market readiness), confirm:

• Product attributes and packaging are finalized

• No changes are anticipated

• Production and distribution are prepared to commence

• Trading partner data sharing is ready to begin

After activation, certain attributes become immutable:

Unchangeable After In-Use Status:

• GTIN assignment

• Packaging level designation

• Product dimensions

• Product weight

Modifiable After In-Use Status:

• Product descriptions

• Brand names

• Industry classifications

• SKU references

• Language attributes

This restriction maintains data integrity across supply chains where multiple systems reference product information.

Understanding Data Pools and GDSN

The Global Data Synchronization Network connects manufacturers (data publishers) with retailers and distributors (data subscribers) through certified data pools.

How GDSN Functions

Brands upload product information to certified data pools, which function as centralized repositories within the GDSN network. Trading partners subscribe to receive validated product data for their inventory systems.

This synchronization ensures:

• Accurate product dimensions for warehouse space allocation

• Correct weights for freight calculations

• Proper product descriptions for consumer-facing systems

• Valid GTINs preventing scan errors at checkout

• Current regulatory compliance data (ingredients, allergens, certifications)

Major retailers require GDSN participation as a condition of vendor partnerships, making data pool membership essential for distribution expansion.

Regulatory Compliance Applications

GDSN infrastructure supports various regulatory requirements including:

• FDA Food Safety Modernization Act (FSMA) traceability for food products

• Drug Supply Chain Security Act (DSCSA) for pharmaceutical tracking

• Global Unique Device Identification Database (GUDID) for medical devices

Proper product identification and data sharing through GDSN facilitates compliance with these frameworks.

The Evolution to Two-Dimensional Barcodes

Traditional linear barcodes have served commerce effectively for over 50 years, but emerging requirements drive adoption of two-dimensional alternatives.

Limitations of Linear Barcodes

Standard UPC-A and EAN barcodes excel at point-of-sale item identification but accommodate only 12-digit GTINs. Supply chain participants increasingly require additional data including:

• Expiration dates for perishable goods management

• Batch or lot numbers for targeted recall execution

• Serial numbers for individual unit tracking

• Manufacturing dates for inventory rotation

Linear GS1-128 barcodes support this expanded data but require significantly more packaging space and may challenge scanning reliability when damaged.

Two-Dimensional Barcode Advantages

GS1 DataMatrix and QR codes address these limitations through:

Enhanced Data Capacity: Store GTINs, expiration dates, batch numbers, and serial numbers while occupying one-fourth the space of linear barcodes

Error Correction: Maintain scannability even when partially damaged or obscured, unlike linear barcodes where any line disruption prevents scanning

Dual Functionality: Function identically to linear barcodes at retail checkout while enabling consumer engagement through web-enabled content

Supply Chain Optimization: Support granular inventory management, precise recall execution, and automated expiration date processing

Sunrise 2027 Initiative

The global retail industry has established an objective for point-of-sale systems to accept two-dimensional barcodes containing GTINs by December 2027. This initiative, known as Sunrise 2027, aims to maintain backward compatibility with existing linear barcodes while enabling expanded functionality.

During the transition period, products will likely display both linear and two-dimensional barcodes in close proximity to prevent double-scanning while ensuring universal compatibility across retail environments.

Consumer Engagement Through 2D Codes

Beyond supply chain benefits, two-dimensional barcodes create direct consumer connections. When shoppers scan QR codes with smartphone cameras, brands can provide:

• Product origin stories and ingredient sourcing information

• Recipe suggestions and usage instructions

• Recycling and disposal guidance

• Authenticity verification

• Community engagement through social media integration

• Real-time product recall notifications

• Promotional offers and loyalty program enrollment

This transforms packaging into an interactive communication channel extending relationships beyond the initial purchase.

Barcode Selection Guidelines

Choosing appropriate barcode formats depends on application requirements and supply chain positioning.

Point-of-Sale Barcodes

UPC-A (North America) and EAN (International) barcodes remain standard for retail checkout, encoding 12-digit GTINs recognized universally across scanning systems. These formats suit:

• Individual consumer units sold at retail

• Products moving through traditional grocery, drug, and mass merchandiser channels

• Items requiring compatibility with legacy scanning infrastructure

Logistics Barcodes

ITF-14 barcodes optimize for case-level identification when printed directly onto corrugated packaging. Their larger size and error-tolerance suit warehouse scanning environments where packages may be damaged or dirty.

GS1-128 barcodes accommodate cases requiring label application rather than direct printing. Their expanded data capacity supports batch tracking, expiration date management, and other supply chain requirements beyond simple product identification.

Universal Application Barcodes

GS1 DataMatrix and QR codes satisfy both point-of-sale and logistics requirements while enabling consumer engagement. These formats suit:

• Brands prioritizing packaging real estate efficiency

• Products requiring traceability data at item level

• Companies seeking direct consumer connections

• Forward-looking packaging designs anticipating Sunrise 2027

Common Labeling Questions and Considerations

When Must Product GTINs Change?

Product identification should change whenever variations exceed 10% or affect consumer perception:

Requiring New GTINs:

• Formula or ingredient changes affecting taste, texture, or performance

• Packaging size modifications

• Multi-pack quantity changes

• Color or style variations

• Flavor profile changes

Not Requiring New GTINs:

• Minor packaging graphics updates

• Manufacturer contact information changes

• Regulatory label updates not affecting product composition

While GS1 standards remain voluntary, retailers and distributors enforce GTIN change requirements contractually. Failing to update GTINs for significant product changes causes:

• Consumer disappointment when receiving unexpected product versions

• Retailer frustration requiring inventory exchanges

• Distribution center confusion managing multiple product versions under single identifiers

• Potential supply chain rejection and associated costs

Can GTINs Be Reused?

Product identification numbers cannot be reused after discontinuation. Historical purchase data, inventory systems, and consumer expectations remain tied to original GTINs indefinitely. Reusing identification creates confusion when products reappear in distribution channels.

Brands should factor discontinued products into capacity planning, recognizing that failed launches, seasonal items, and reformulations permanently consume prefix capacity.

Do Different Countries Require Separate GTINs?

GTINs function globally without regional restrictions. Products identified in the United States scan identically in Canada, Europe, or Asia. Company prefixes licensed through any GS1 member organization (GS1 US, GS1 Canada, etc.) generate internationally recognized identification.

This global compatibility eliminates redundant identification systems when expanding into new markets.

Should Company Names Appear in Brand Fields?

Data Hub product setup includes both company and brand fields. Best practices recommend populating brand fields with consumer-facing brand names rather than corporate entities. This aligns product data with how retailers and consumers recognize products, improving data synchronization accuracy and retail listing quality.

How Are Variety Packs Identified?

Mixed product assortments require unique GTINs separate from their component items. A variety pack containing four different flavors needs distinct identification from individual flavor units and any other multi-pack configurations.

When variety pack composition changes (replacing one flavor with another), new GTINs must be assigned to reflect the altered contents. This prevents ordering confusion and ensures accurate fulfillment.

For randomly assorted packs where specific contents vary unpredictably, a single GTIN can identify the assortment category while individual component GTINs identify specific items included.

What Happens When Barcodes Won't Scan?

Point-of-sale systems accommodate scanning failures through manual number entry. Linear barcodes display human-readable digits beneath bars and spaces for this purpose. Two-dimensional barcodes include similar human-readable data in standardized formats (parenthetical application identifier syntax) enabling manual processing.

Two-dimensional barcodes demonstrate superior damage resistance through error correction algorithms. Unlike linear barcodes where any line interruption prevents scanning, 2D codes remain functional even when partially obscured or damaged.

Best Practices for CPG Brands

Start with Appropriate Capacity

Evaluate company prefix capacity based on:

• Current product count across all sizes and varieties

• Planned product development over 2-3 year horizon

• Expected reformulations and seasonal variations

• Potential private label or co-manufacturing arrangements

Undersizing prefix capacity creates administrative burden when purchasing additional prefixes. Conversely, massive overcapacity wastes initial investment for brands with modest SKU counts.

Most startup CPG brands find 10-100 GTIN capacity adequate for initial launches, upgrading as product lines expand.

Plan Packaging Hierarchies Carefully

Map product identification needs across all packaging levels before assigning GTINs:

• Consumer units (individual items)

• Display-ready packaging (shelf-ready cases)

• Inner packs (intermediate groupings)

• Master cases (standard shipping units)

• Pallet configurations (if applicable)

Each distinct packaging level requires separate GTINs, but not all levels may need barcodes depending on distribution channel requirements.

Avoid Logic-Based GTIN Assignment

Resist creating sequential or pattern-based GTIN assignments (product 1, product 2, product 3). These systems:

• Create confusion when products are discontinued out of sequence

• Limit flexibility for unexpected product additions

• Tempt inappropriate GTIN reuse

• Complicate inventory management

Random or semi-random assignment maintains cleaner data structures and prevents operational errors.

Prepare for Two-Dimensional Barcode Adoption

While linear barcodes remain standard currently, forward-looking packaging designs should accommodate two-dimensional codes:

• Reserve adequate packaging real estate for future 2D barcode addition

• Consider incorporating QR codes now for consumer engagement

• Evaluate packaging artwork for 2D barcode placement during redesigns

• Discuss Sunrise 2027 readiness with co-packers and label suppliers

Early preparation prevents expensive packaging revisions when retailers mandate 2D barcode adoption.

Maintain Accurate Product Data

Incomplete or inaccurate Data Hub information creates friction with retail partners:

• Incorrect dimensions cause warehouse space allocation problems

• Wrong weights generate freight calculation errors

• Missing allergen data triggers regulatory compliance issues

• Incomplete descriptions reduce discoverability in online catalogs

Investing time in thorough product data setup prevents costly distribution delays and retailer chargebacks.

Special Considerations for Different Distribution Channels

Traditional Retail Distribution

Grocery stores, drug chains, and mass merchandisers typically require:

• GDSN membership for product data synchronization

• EDI capability for purchase orders and invoicing

• UPC-A or EAN barcodes on consumer units

• ITF-14 or GS1-128 barcodes on master cases

• Compliance with specific retailer packaging standards

These established channels maintain strict vendor requirements ensuring supply chain efficiency.

E-Commerce and Marketplace Sellers

Online platforms like Amazon emphasize:

• GTIN validation preventing counterfeit listings

• Product data accuracy for search optimization

• Authentic brand ownership through Brand Registry programs

• Scannable barcodes on individual units for warehouse receiving

Many marketplace fraud prevention systems verify GTIN authenticity through GS1 databases, making legitimate prefix licensing essential.

Food Service Distribution

Restaurants and institutional channels may require:

• GS1-128 barcodes with batch and expiration data

• Specialized product classifications

• Food safety compliance documentation

• Case-level identification without consumer-unit barcodes

These environments prioritize bulk handling over individual unit sales.

Direct-to-Consumer Shipping

Brands fulfilling orders from their own warehouses maintain flexibility regarding:

• Barcode requirements (since products bypass retail scanning)

• Packaging configurations (no retailer case standards)

• GDSN participation (no synchronization mandates)

However, maintaining GS1 standards positions brands for future distribution expansion and provides flexibility for multiple fulfillment models.

Related Supply Chain Documentation

Product identification connects to broader supply chain documentation requiring similar standardization:

• Purchase orders communicating product quantities and specifications

• Advance ship notices providing shipment contents and timing

• Invoices billing for delivered goods

Electronic Data Interchange (EDI) systems transmit these documents automatically between trading partners, referencing GTINs to ensure accurate product identification across all transactions.

Moving Forward with Product Identification

Proper product labeling establishes the foundation for successful retail distribution. GS1 standards create universal compatibility across scanning systems, warehouse platforms, and inventory management software worldwide.

Beginning with company prefix licensing, brands build comprehensive product identification systems accommodating current distribution while maintaining flexibility for future channel expansion. Two-dimensional barcodes introduce enhanced supply chain capabilities and direct consumer engagement opportunities, positioning products for evolving retail requirements.

For CPG brands navigating these systems for the first time, GS1 US provides extensive support resources including tutorials, implementation guides, and direct assistance from standards experts. Taking time to implement product identification correctly prevents costly corrections and distribution disruptions later.

The investment in proper labeling infrastructure pays returns through seamless retail integration, accurate inventory management, and enhanced consumer connections spanning the entire product lifecycle.

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Looking to optimize your supply chain data management? Learn how EDI integration into your ERP system streamlines product information flows across your entire distribution network.