The onset of COVID-19 has revived the use of quick response (QR) codes in the Asia-Pacific (APAC) consumer packaged goods (CPG) industry. Even as the pandemic drove the extensive use of QR codes by the public and private establishments due to the need for contactless transactions and interaction, the full potential of the technology is yet to be unlocked, finds GlobalData, a leading data and analytics company.

Bobby Verghese, Consumer Analyst at GlobalData, says: “QR codes are transforming the conventional packaging labels into interactive canvases for CPG companies in the APAC to deliver a wide range of online content, including information about the provenance of ingredients, manufacturing processes, and transportation of finished goods. This can help food and beverage manufacturers in instilling more transparency and authenticity across their supply chain.”

For instance, Australia-based wine producer Brown Brothers launched a virtual gifting campaign using QR code technology delivered by Cellr. The winemaker introduced gift bottles of its Prosecco Rose wine with an interactive QR code printed on the label.

The Prosecco Rose bottles are available in a choice of five distinctive labels Bestie, Party, Friyay, Thanks, Love and Brunch to suit the gift recipient. Buyers can scan the QR code with their smartphones to access a dedicated website where they can upload a personalized virtual picture, video, or text message for the gift recipient. The wine bottle recipient can unlock the recorded message by scanning the QR code with their smartphone.

Verghese explains: “As consumers cocooned at home during the COVID-19 lockdowns and quarantine, they began spending more time online on smartphones and other connected devices. This is corroborated by GlobalData’s Q4 2021 consumer survey, wherein 52% of Australian respondents said that they continued to spend time online in general, while 30% were doing this more frequently, and 6% started doing this^*. Subsequently, consumers grew familiar with the use of various smartphone applications including QR code scanners.”

Subsequently, these consumers have begun to use QR codes to access more product information, digital wallets, restaurant menus, maps, online shopping sites, and digital entertainment content.

Verghese adds: “Unsurprisingly, 48% of Australian respondents in GlobalData’s Q3 2021 consumer survey said they actively scanned QR codes on packaging for more information for various CPG products ranging from food to household cleaning products^**. However, only 43% of Australians are actively scanning QR codes for food and beverages**, indicating that there is ample room for growth the technology in the sector.”

Verghese concludes: “The technology can aid CPG brands in engaging digitally-savvy consumers and elevating the overall consumption experience. The Brown Brothers’ personalized gifting campaign is a prime example of how the technology can be used creatively for driving sales.”

*Data taken from GlobalData Q4 2021 Consumer Survey – Australia, with 508 respondents, published in December 2021

**Data taken from GlobalData Q3 2021 Consumer Survey – Australia, with 569 respondents, published in September 2021