The development of products or services, directly or indirectly linked to the spiritualist sphere, has increased significantly over the last ten years. This movement has been widely anticipated in the United States. The theme of spirituality has been so far the subject of a limited number of research publications in marketing and consumer behavior, particularly in France. The purpose of this research is to understand the context and explain the spirituality structure which is far from consumption matters. At the end of this first stage it will be possible to apprehend these new territories of spirituality that concern products or services and the associated expectations.