Consumers are increasingly ditching sugary soda for water. “The bottled water category continues steady growth contributed by all segments,” noted Megan Hambleton, a beverage analyst with consumer research firm Mintel in a 2018 water market report. “As consumer concern over sugar and hydration grows, still and sparkling waters alike reap the benefits.” While bottled water is a healthier choice for consumers, it doesn’t have to be boring. Companies are getting creative with what goes inside the bottle — adding caffeine and infusions — and outside the bottle, using creative materials that make the product better for the planet. “As the category evolves, new drinking occasions emerge as opportunities for brand communication and growth,” said Hambleton.