Bottled water is the largest category for packaging in beverages and is the main reason the PET bottle is a dominant pack type. Market saturation for these bottles is forcing companies to innovate in order to stand out in the crowd. Sustainability is one way to innovate, with companies releasing lightweight bottles and bottles made from plant based materials. Beyond this, some companies are introducing glass bottles in the water segment to be noticed. Given the large market for bottled water, Karine Dussimon, Senior Packaging Research Analyst at Euromonitor, states that whether companies use glass or plastic, further innovation will be necessary to stand out from the competition.