Temporal trends in incidence and mortality in breast cancer were examined in the southeastern Netherlands using data from the population-based Eindhoven Cancer Registry. In the period 1960-1989 the incidence rate of first primary breast cancer approximately doubled in all age groups. The increase mainly occurred before 1975 and after 1985, when no screening activities were performed. This trend appeared to be a result of an average yearly increase in incidence of localised and distant tumours with both 4.6%, whereas the incidence of regional tumours did not change. Simultaneously, breast cancer mortality remained unchanged in women aged under 60, and only increased by a yearly average of 0.7% in women aged 60-74 and of 0.9% in women aged 75 and over. These differing trends in incidence and mortality, which can only partially be explained by earlier detection, suggest an improved survival of breast cancer.