In the current study, we aim at revealing dimensions and drivers of wellness consumption across different age groups. Based on a household survey conducted in Turku, Finland, we explored consumers’ wellness orientations reflected in their store choices and consumption-related attitudes. Using exploratory factor analysis and cluster analysis we identified seven distinct clusters both among the total population (18–75 years old) and 55−64 years old. Although the segments in the 18–75-year-old sample can clearly be defined as young, youngish, middle-aged, and old, fairly similar groups emerged in the 55–64-year-old sample. In addition to recreational shoppers, two groups of core wellness consumers, the health-oriented and the service-oriented hedonists, were identified in both samples.