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Paul you had better let McDonald's know as soon as possible http://2d-code.co.uk/mcdonalds-packaging-qr-code/
'QR Code Market' is a non sequitur. QR Codes are simply a physical link rather than a hyperlink and we don't talk about the 'Hyperlink Market' do we? Neither are QR Codes a call to action, although many inexperienced marketers have yet to realize that this is the case.
As the technology quickly matures people use QR Codes to get to what's at the other end not because they see one and think 'great there is a QR Code I think I will scan it and see what happens'.
If you want to know the future of QR Codes in other countries look no further than Japan where QR Codes have been ubiquitous for many years. The average Japanese consumer scans a QR Code 1.24 times per week. The three main reasons given for scanning the codes are 31.6% to use a coupon, 30.9% to apply for a special promotion and 22.7% to have more information on a product.
A QR Code is simply a key to unlock value for the consumer, nothing more.