Updated Septmber 12th

In the competitive world of consumer packaged goods (CPG), the fight for shopper attention is fiercer than ever. Between crowded store shelves, rising costs, and the surge of retail media networks, brands need new ways to connect with customers both in-store and online.

That’s where QR codes come in — a simple, powerful tool that’s quickly becoming one of the most effective marketing tactics in the CPG playbook. According to Statista, QR code usage among U.S. consumers grew by over 27% from 2020 to 2023, with nearly 89 million smartphone users scanning a QR code in 2022 .

Why QR Codes Work for CPG Brands

QR (Quick Response) codes bridge the physical and digital shopping experience. A shopper picks up your product, scans the code, and instantly connects with your brand story, health benefits, or exclusive offer.

In fact, 72% of U.S. consumers say they want more information about what’s in their food and where it comes from . QR codes meet shoppers exactly where they are: at the shelf, when purchase intent is at its peak. While also bring them back to your branded website content links whether that is social media, education about your product or more!

“Your packaging is prime real estate. A QR code turns every bag, box, or stick pack into a conversation starter — from the shelf to the shopper’s phone.”
— George Goodwin, Host of GroceryPulse Podcast & CEO of Innovar Marketing Agency

Key Benefits of QR Codes in CPG Marketing

1. Direct-to-Consumer Engagement

QR codes let you turn a grocery shelf into a direct connection with your customer. Instead of relying solely on the retailer to tell your story, you can:

Share your brand mission and family story.
Highlight nutritional benefits, certifications, and science-backed claims.
Drive traffic to your Shopify store or preorder page instantly.

2. Data & Insights with Dynamic QR Codes

Static QR codes are one-and-done. Dynamic QR codes, on the other hand, are editable and trackable. That means you can:

Update the destination URL after packaging is printed (from preorder → e-commerce → loyalty program).
See how many people scanned, when, where, and on what device.
Run retargeting campaigns on Facebook, Instagram, TikTok, or Google based on scan activity.

3. Boosting Retail & Hospitality Partnerships

Retail buyers love QR codes because they add value to the shopper experience and provide measurable engagement data. On hospitality packaging (like hotel baskets or café counters), a QR code can:

Link to recipes, wellness tips, or videos from the founder.
Collect emails for exclusive offers.
Drive guests to local partner retailers for repeat purchases.

4. Building Trust Through Transparency

Trust is the new currency in CPG. By linking QR codes to lab results, sustainability stories, or sourcing information, brands can prove authenticity and transparency.

A 2023 NielsenIQ report found that 68% of Millennials are more likely to purchase from brands that provide verified digital product information . That makes QR codes a trust-building tool, not just a marketing gimmick.

5. Design with Purpose: Winning in D2C & Retail

Great packaging isn’t just about looking good on a shelf — it’s about strategic design that drives sales, builds trust, and connects directly with consumers. Whether you’re launching D2C or fighting for space in retail, design can be your most powerful growth lever.

We sat down with our Innovar head designers, a leading voice in CPG design, and our founder George Goodwin on the GroceryPulse Podcast to unpack how brands can design smarter for impact.

👉 Listen now: GroceryPulse Podcast

Best Practices for Using QR Codes on Packaging

✅ Use Dynamic Codes: Platforms like Flowcode Pro or Beaconstac let you update links and track scans.
✅ Add a Call-to-Action: Tell shoppers what they’ll get. Example: “Scan for Gut Health Tips” or “Scan to Unlock 10% Off.”
✅ Design for Shelf Appeal: Customize QR codes with your brand colors and logo so they look premium and intentional.
✅ Test Size & Placement: A 0.75”–1” square on the back or side panel works best. Always test with multiple devices before printing.
✅ Integrate with CRM: With Flowcode or Beaconstac, you can connect scans directly to HubSpot or Shopify, building your loyalty list in real-time.

Quick Q&A on QR Codes for CPG Brands

Q: Should I use a free or paid QR code?
A: For packaging, go with dynamic (paid) QR codes. They let you update links after printing and track scan data — critical for evolving campaigns.

Q: Do I need a different QR code for every SKU?
A: Not always. With dynamic QR codes, you can set up smart routing so one QR directs customers to SKU-specific landing pages.

Q: How does this help with retail buyers?
A: Retailers love QR codes because they enhance shopper education, prove engagement, and show measurable ROI on shelf space.

Q: Where should I put the QR code?
A: Place it where it’s easy to scan — back panel or near the bottom corner — with a clear CTA like “Scan Here to Learn More.”

Q: What’s the ROI?
A: According to Juniper Research, QR code coupon scans are projected to surpass 5.3 billion by 2025 . For CPG brands, that means QR codes are not just a marketing tool — they’re a direct sales driver.

Final Takeaway

QR codes are no longer just a novelty — they’re a strategic growth lever for CPG brands. They connect offline shoppers to online engagement, unlock first-party data, build trust, and prove ROI for both brands and retailers. In a marketplace where authenticity and customer experience drive loyalty, QR codes might just be the smartest square inch on your packaging.

🎙️ Want to go deeper on packaging, QR codes, and retail strategy? Check out the latest GroceryPulse Podcast episode with industry leaders breaking down how brands can innovate in grocery and CPG.

🚀 At Innovar Marketing Agency, we help CPG and grocery brands design packaging, create trackable QR codes, and build conversion-focused landing pages that turn scans into sales.

👉 Ready to put QR codes to work for your brand? Let’s talk and start building your next growth campaign.

Call to Action

Independent grocers don’t have to play catch-up with big chains. By working with the right consulting partners, you can turn your store into the go-to choice in your community.

👉 If you’re ready to compete smarter, not harder, reach out to Innovar Marketing Agency today. Let’s build a growth strategy that works for your business in 2025 and beyond.

📌 Sources: Statista, QR code usage in the United States, 2023

Food Marketing Institute, U.S. Grocery Shopper Trends Report, 2024

NielsenIQ, Consumer Trust in Transparency, 2023

Juniper Research, QR Code Coupon Usage Forecast, 2024

The Future of CPG Marketing: How Smart Brands Use QR Codes to Win Shoppers