Global Consumer Behavior and Digital Transformation in Retail
According to recent research, 37% of consumers around the world report that they read nutrition labels closely. This indicates a growing awareness among shoppers about the importance of understanding what they are purchasing. In the UK specifically, 81% of consumers believe that more detailed on-pack information is essential for building trust in brands.
While businesses are investing in digital infrastructure, there is a noticeable gap between consumer preferences and technological adoption. For instance, 45% of companies plan to invest in barcodes and GS1 infrastructure over the next five years. However, only 27% of consumers prefer QR codes for in-store product discovery. This discrepancy highlights the need for better alignment between what businesses offer and what consumers seek.
The Role of GS1-Enabled QR Codes
Tesco’s pilot program demonstrated the potential of GS1-enabled QR codes in delivering credible and comprehensive information. These codes can provide details on nutrition, sustainability, and recycling with a single scan, offering a seamless experience for consumers. This innovation not only enhances transparency but also supports environmentally conscious purchasing decisions.
Despite these advancements, the future of product discovery may not be limited to physical packaging. Euromonitor has observed that generative AI is playing an increasingly significant role in how consumers explore and evaluate products. This shift is evident in the rise of conversational search, where users interact with AI tools like ChatGPT to find products online.
The Rise of Conversational Search
The use of ChatGPT referrals to e-commerce platforms has surged dramatically. From 1% in November 2024, this figure jumped to 19% by June 2025. This trend suggests that consumers are increasingly relying on AI-driven recommendations rather than traditional in-store experiences. As a result, the importance of accurate, structured, and verified product data has never been higher.
Consumers are placing a strong emphasis on trust and transparency. According to the research, 64% of them are more likely to purchase from brands that are open about their sourcing and production processes. This preference underscores the need for brands to maintain high standards of accountability and communication.
Trust in AI Tools
While UK consumers generally trust the information provided by brands, their confidence in AI tools remains cautious. This hesitation stems from the lack of reliable data backing these technologies. Without verifiable information, consumers may be reluctant to rely on AI for critical purchasing decisions.
The Future of Digital Product Discovery
Euromonitor highlights that the next frontier in digital product discovery lies in combining standardized identifiers such as GS1 and 2D barcodes with AI-ready, high-integrity data. This integration could revolutionize how consumers interact with products, making the shopping experience more efficient and transparent.
By leveraging both traditional and emerging technologies, brands can meet the evolving expectations of consumers. The key will be to ensure that all information provided is accurate, accessible, and aligned with the values of trust and transparency that consumers prioritize.