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Why is it that humans seem to increasingly enjoy bitter foods?

Examples include IPA beer, Aperol (sales have increased x5 from 2010 to 2022), or 100% cacao chocolate.

One theory is that people have been acribing better health outcomes to things that are hard to like, like bitter foods, in opposition to sweet stuff. This is because sugar is now universally considered as something bad for your health, and is very easy thing to eat. 

Another possibility is that we turn to less palatable foods because they are perceived to be more natural. Nature yields unsavory stuff, right? 

Of course, the venerable mango is a compelling counter.