I had an interesting discussion with a supplier whose company has a significant presence in Europe. He contends that Europeans and Asians more readily lower their taste expectations when they know that a food containing nutraceuticals is good for them, and that this is acceptable to them. He thinks Americans eventually will do the same but, for now, there are a few obstacles.
First, Americans repeatedly have tried foods touted as being more healthful, particularly low-fat, low-calorie and, more recently, low-carb foods. However, they have been severely disappointed in regards to taste. These “fad” foods taught Americans that they didn't want to suffer while ingesting better-for-you foods and that the next time a “better” food comes around, they'll wait for someone else to try it first.