30 Jul 2018 --- The awareness of health goes hand in hand with the demand for beverages containing fewer calories, according to Kai Oliver Antonius, Chief Sales Officer (CSO) of Austria Juice. 100 percent and 50 percent juices have experienced a decline in Europe and Antonius believes this is down to the fact that consumers are making choices directed towards water-based beverages while delivering a lower juice concentrate. The needs of the market can, therefore, be embedded into a new generation of juice flavors and the demand for natural ingredients enhances this.