40% of Australian women wear DD cup or higher.

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The bra market is expanding, literally. Up to 40 per cent of Australian women now buy bras with a cup size of DD or higher, new figures from lingerie suppliers show.

In the 1950s, the most common bra-cup size was a B - three sizes less than a DD.

Modern breasts are getting so large that some bra companies have introduced cup sizes as high as K, The Sunday Telegraph reports.

Experts blame the cleavage boost on obesity, contraceptive pills and artificial hormones.

Myer lingerie buyer Kerryn Sawyer said sales of DD-plus bras have grown from about 20 per cent of sales to 28 per cent in just five years.

Many lingerie labels such as Berlei and Triumph are now offering G cups while Fayreform, Freya and Le Mystere are producing select styles up to a size J.

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