July 20th, 2011 
It is frequently quoted that the average bra size for a British woman is increasing every decade. Some suggest that it has increased dramatically from a 34B to a 36D! The same sources speculate about the cause of the increase, pointing to higher BMI ratings across the population, hormone alteration and better nutrition as possible causes.
Whatever the cause, the result is that British women today are much more likely than their mothers or grandmothers to be dealing with a larger bust and all of its attendant joys and woes. They have to struggle with the social problems of a larger than average chest, reporting that being busty is particularly socially uncomfortable for girls going through puberty, still enduring communal showers and PE lessons. Many more report that even as adults they struggle to love their body shape, especially since the media lauds waif-thin models with the boyish physique of Kate Moss.
No retailer can help with that, but by offering elegant, shapely bras with plenty of structure, they can help with the most common physical problems it causes. These include pressure while exercising, bouncing, back pain and difficulty finding clothes which fit. A lot of the nation’s more busty women- an increasing proportion of the population- recognise the importance of proper support from their bra in minimising discomfort. Supporting the bust will help with back problems, while swapping the wonderbra for a properly structured and fitted sports bra can allow even the most well-endowed woman to exercise comfortably.
