Ageing consumers are an increasingly significant market segment in Western societies. However, there is no clear consensus on who should be considered ageing or aged consumers. Chronological age has been a typical measure to define groups of consumers as "old" or "young". Traditionally, ageing consumers have been considered and treated as a single, homogeneous segment. However, some studies have shown that the ageing market consist of different age-specific sub-segments. The current study aimed to segment ageing (55+) grocery shoppers (n=947) based on their store choice criteria in order to demonstrate the heterogeneity of the ageing market. Using factor- and cluster-analysis six segments were found. This solution was compared with those obtained using the age-specific samples of 55−64, 65−74, and 75−86 years old. The aim was to identify the effect of age on choice orientation. The results indicated that the 55+ market is heterogeneous. Along with ageing, however, the number of segments diminished. Only four segments were found among the two oldest samples. Based on the current study, on average, consumers at the age of 75+ are significantly different to those belonging to younger age-groups. Consequently, it might be justified to consider 55−74 year olds as ageing and 75+ consumers as aged.