Many bitter foods, such as green vegetables, contain a wealth of antioxidants and essential vitamins and minerals. In this review, scientists analyzed existing research on consumer opinions of two bitter-tasting, healthful essentials of the Mediterranean diet: extra virgin olive oil and brassicaceae vegetables (the family of vegetables that includes broccoli and arugula). They found the most important factor in influencing someone’s perception of these bitter foods is exposure, meaning the more often someone tries these foods, the more likely they’ll be to like them. They also note that music and certain food pairings can make these bitter foods appear to taste less bitter to consumers. In certain demographics (women and elderly consumers), promoting the healthfulness of these bitter foods can also improve acceptability.
Nutrients. 2019 May 24;11(5). pii: E1164. doi: 10.3390/nu11051164. (Cavallo C et al.)