New Zealand women are getting bigger breasts, with D cups and bigger accounting for nearly half of Bendon bras sold in New Zealand last year.
Though the C cup is still the most popular bra cup size, sales of D to J cup sizes have increased by 53 percent over the past three years, compared to a 2 percent increase in the sales figures of AA to C-cupped bras, according to Bendon figures.
The figures were calculated based on sales of Bendon, Fayreform and Elle Macpherson Intimate ranges of bras.
Fayreform "braologist" Carol Rashleigh had seen steady growth in breasts over more than two decades of helping women into fitting bras.
"More than 70 percent of women in New Zealand wear the wrong bra size or style, which can affect posture, cause back pain and lead to sagging breasts," she said.