There has been a drastic increase in the bust size of Aussie women over the years, as nearly 40 pct are buying bras with a cup size of DD or higher.
The sales of DD-plus bras have grown from about 20 per cent of sales to 28 per cent in just five years.
In the 1950s, the most common bra-cup size was a B - three sizes less than a DD, but modern breasts are getting so large that lingerie companies have introduced cup size as high as K.
Most of the lingerie labels are also offering bras with a cup size of G and J.
The significant increase in the bust size has been due obesity, contraceptive pills, and artificial hormones.
Bra company Berlei's brand manager Jane Edser said that the company's range of bra styles, available in DD-plus has increased from 75 per cent to 83 per cent since 2005.
Eveden Australia's fitting specialist, Victoria Jubb, said while obesity contributed significantly to the increasing chest sizes, the number of small-figured women with large breasts is also on the increase.
"We're noticing a lot more girls with small backs and bigger bust sizes being fitted," the Daily Telegraph quoted Jubb as saying.
Cosmetic surgeon Mark Goyen said that even the number of breast reductions have doubled in the past decade.
"There's definitely been an increase," said Dr Goyen, who runs Sydney surgery the Alia Clinic.
"I was doing about 10 to 15 female breast reductions a year, now I'm doing 20 to 30.
"There's no question that because the population is bigger their breasts are bigger as well, because it's all fatty tissue.
"As women get older the amount of fatty tissue increases, and also the proportion of fat increases," he added.