It’s only February, yet consumers are already planning for warmer weather, summer travel, and time outdoors. Categories are growing but several iconic brands are losing millions of users anyway. That contradiction is the warning. This month’s Growth Watchlist reveals why decline isn’t about demand disappearing, but confidence eroding, relevance drifting, and friction going unresolved, before sales ever show it.

U.S. travel demand is growing, yet Jamaica, Puerto Rico, and the U.S. Virgin Islands are losing visitors. The category isn’t broken—these destinations are. With little upper-funnel marketing and aging experiences, word-of-mouth has cooled while competitors invest, refresh, and win.