The findings from a Usage and Attitude Study by COIN, cements the fact that breast and bodies are in the forefront of women’s minds (never mind men's) and gives a real insight into how women perceive their own body image and how our attitudes towards underwear can be shaped by culture, habit and the 'social norm'. 

The research found that the average woman today is closer to a size 16 than a size 12, and in the UK the most common bra band size (underbust) is now a 34 with a DD being the most frequent cup size. Here at Just Bras we have found our biggest selling size is a 34F.  When it comes to body shape the much coveted hourglass figure is almost in danger of dying out with the most common shape being the apple. 

For decades, women who had thin waists and a curvy figure have been the epitome of perfection in men’s eyes. Half of British people (51%) still think the hourglass body shape is the most attractive, despite the fact that the majority of women’s bodies now simply do not fit the bill, with apple figures (weight carried round the middle) ranking behind pear-shaped women (larger hips and thighs), rectangles (no curves) and even boyish figures. 

The average British woman’s chest and hips are now 4cm bigger than ladies in the 1950s, and what’s more, she’s now 5cm taller (167cm) and her weight has risen from 62kg to 65kg.  

More than three quarters of British women feel having a beautiful bust is important (77%), despite 83% wear a bra out of habit and almost eight in ten women (78%) saying they have problems with their breasts.

 The study also idenitified some interesting cultural facts when it comes to bras and lingerie. In Japan, almost all bras are padded, because it is considered indecent and in some parts, a complete taboo, to have the nipples show through. In Italy 69% of Italian women wear a sexy bra when others can see it. Interestingly British women wear a bra out of habit and social norm, however the majority don‘t consider their underwear as the main factor to improve physical appearance where as in France the main reason for wearing a bra is to receive compliments. 81% of German women are satisfied with their overall appearance compared to just 75% of women in the U.K. In China, 99% of women consider a beautiful bust to be the highest importance overall, compared to the only 77% in the U.K. In Japan, 35% of women wear a bra as a fashion statement, whereas in China60% women wear a bra as a fashion statement. 

In UK, the biggest cup sizes are sold vs. Japan where the smallest sizes are sold