"Breasts are getting bigger". Where is the evidence?

Concerns over breast size have gained prominence as progressively more research points to an association between increased breast size and negative health implications. Larger breast sizes are associated with a higher incidence of breast pain (Brown et al., 2014), postural issues (Findikcioglu et al., 2007) and body image dissatisfaction (Sarwer et al., 1998). It has been widely reported in the popular press that female breast size is increasing, however, empirical evidence for this assertion is limited, with support for this notion stemming primarily from bra sales. For example, a 2010 media article reporting an increase in British women’s breast size cited best-selling bra size statistics from retailer John Lewis, increasing from a 34B in 2008 to a 32D in 2010 (Fisher, 2010). Similarly, media articles in the United States of America (USA) report that the average bra cup size is now a 36DD, increasing from an average 34B 10 years ago (Holson, 2009; Hadley, 2012), with these statistics again obtained from lingerie retailers. We argue that bra sales data cannot be used to document breast size, or change in breast size over time, as this data is confounded by a lack of industry sizing standards and the high proportion of women reportedly wearing the incorrect bra size. Size charts and grading methods differ between bra companies resulting in inconsistencies in bra sizes produced by different manufacturers (McGhee & Steele, 2006). Therefore, whilst women may be one bra size in one brand, they may be a different size in another which may impact bra sale statistics. It is also recognised that up to 100% of women are wearing the wrong-sized bra (Greenbaum et al., 2003). There is currently no objective, empirical evidence of secular increases in breast size.