Just two years after Bravissimo, a lingerie maker for women with larger bust sizes, launched a KK-cup size, it recently introduced the L-cup to meet the growing demand for larger sizes.

According to a report in the Daily Mail, the unprecedented demand for bigger bra sizes can be explained by three things.

1. Fat

The average British bra size has increased dramatically. In the 1950s, the average size was B-cup, but it has since increased to 36C. Bravissimo estimates, however, that it could in fact be closer to 34E.

Breast cancer expert professor Michael Baum said that “fat is laid down on breasts as much as thighs and bottoms. We are experiencing an obesity epidemic, so the increase in women’s measurements isn’t that surprising.”

2. Hormones

However, there are also more women with slim figures but big breasts. According to Bravissimo’s research, the majority of women they contacted are “small in the body and big in the bust.” This indicates the reason for bigger breasts is not just fat.

Marilyn Glenville, specializing in women’s health and hormones, said in the report: “We have to look at what stimulates breast tissue growth -- and that’s estrogen, the female sex hormone.”

According to Glenville, women experience a surge of estrogen as they reach puberty earlier than before, have fewer children and breastfeed for less time. “With more women today putting off pregnancy until later in life and having fewer children, they experience many more monthly cycles than previous generations did, and are exposed to more estrogen.” 

3. Xenoestrogens (foreign estrogens)

Hormone Replacement Treatment for menopausal women and contraceptive pills affect cup size too, according to the report. 

Pesticides, plastics and cosmetics may also influence bra size. Exposure to products such as tinned food, drinks cans and plastic bottles, which contain Bisphenol A (BPA), may also play a role. These xenoestrogens are reported to effect sperm and fertility and are “potentially affecting women, too -- and the proof could be in our bras."

“Applying moisturizers to the skin and often directly on to the breast may stimulate growth in breast tissue,” Glenville said.

Milk could be another contributor to the increase in bra sizes. The report said about two-thirds of the milk British people consume comes from pregnant cows, which contains high levels of estrogens and other hormones.

Many women aspire to have bigger breasts; however those with big breasts can suffer from chronic back pain and other inconveniences in their everyday lives. Even as more women visit plastic surgeons for breast enlargement operations, an increasing number of women are inquiring about breast reduction operations.

“There have always been women who have disproportionately large breasts, compared to their frame. But they are more likely to seek help now. The women I see are usually sick of the physical and psychological discomfort,” said plastic surgeon Dr. Puneet Gupta.

By Lee Woo-young (wylee@heraldcorp.com)