The standard cable we use is E2202S, 4 conductor shielded, which gives us a spare pair right off the bat. 0.159 OD, so we can get quite a few even in a 1" conduit. It's not rated for wet locations, though, but is often run in underground conduit anyway... There's wiring advantages to using one cable per device, but if each is 3/8" diameter, it can get messy in the enclosures real quick.
This particular run is between the plc cabinet and a j-box at gas wells. About 300'. Last count was 15 cables in a 1-1/4" PVC, But there is time to change things up. Plan is also to run an empty, spare conduit. These conduits are getting trenched with gas piping, so you just don't try to dig things up again.
I am liable to push for proper cables, and want to go armed with alternatives.