A Thrive Pet Healthcare veterinary dermatologist explains how to recognize persistent itching, overgrooming, paw licking and recurring ear problems
AUSTIN, Texas (July 28, 2026) — A dog that regularly licks its paws or a cat that spends extra time grooming may appear to be showing a harmless habit. In some cases, those behaviors are signs of chronic itch, allergic skin disease or another condition that needs veterinary care.
Chronic itch in dogs and cats can affect sleep, comfort and daily behavior. Repeated scratching, licking, chewing or grooming may also damage the skin and lead to redness, hair loss, odor, sores or secondary infections.
“Pets do not always show itch in an obvious way,” said Dr. Anthea Schick, a board-certified veterinary dermatologist and senior national specialty director of dermatology at Thrive Pet Healthcare. “One dog may scratch all night, another may only lick its feet, and an itchy cat may simply look unusually well-groomed. The pattern often tells us more than any one behavior.”
What does chronic itch look like in dogs?
Dogs with chronic itch may repeatedly lick or chew their paws, rub their faces, scratch their bodies, shake their heads or develop recurring ear infections.
Paw licking is easy to dismiss as a habit, especially when a dog has done it for months or years. Frequent licking or chewing, however, may point to allergies, parasites, infection or skin inflammation.
“I often hear that a dog has ‘always done that,’” Schick said. “A long-standing habit can still be a medical sign. Normal licking or scratching should not leave a pet bald, sore, smelly or unable to settle down.”
What does chronic itch look like in cats?
Cats may show chronic itch through overgrooming rather than obvious scratching. They may lick the same area repeatedly, pull out fur or develop thinning hair and bald patches, especially on the abdomen, back or legs.
Because grooming is normal for cats, owners may not recognize the problem until the coat begins to change or the skin becomes irritated.
“Cats are especially easy to overlook because grooming is part of their normal routine,” Schick said. “Sometimes the first clue is thinning fur on the belly or back legs. By the time an owner sees a bald area, the cat may have been uncomfortable for quite a while.”
Why does chronic itching matter?
Persistent itching can become a cycle. A dog or cat scratches, licks or chews the skin. The damaged skin becomes more inflamed and vulnerable to bacterial or yeast infections. That added irritation may cause even more itching.
The effects may extend beyond the skin. An itchy pet may wake frequently, pace, avoid being touched or spend long periods licking and grooming. Owners may also lose sleep when a dog scratches or shakes its head throughout the night.
Several conditions can cause similar signs, including:
A veterinary exam can help identify the cause and determine whether more than one condition is contributing to the problem.
When should a pet see a veterinarian for itching?
Schick recommends that pet owners contact their veterinarian when scratching, licking, chewing or grooming:
Causes hair loss, redness, odor or broken skin
Leads to recurring ear problems
Appears painful
Interrupts sleep
Changes the pet’s behavior
Becomes difficult to stop
Improves and then repeatedly returns
“Owners know their pets’ routines better than anyone,” Schick said. “A change in grooming, sleep or behavior is useful information. You do not need to diagnose the problem yourself, but you should not ignore a pattern that keeps coming back.”
Limited-time offers for dogs
Participating Thrive Pet Healthcare primary care hospitals are offering 15% off Cytopoint for dogs through Aug. 31, 2026. Mention code: CYTO15. Cytopoint has been shown to be effective for the treatment of allergic dermatitis and atopic dermatitis in dogs.
The following offers are available through Thrive Pet Healthcare’s online pharmacy through August 31, 2026:
15% off the first Autoship of Apoquel chewables or tablets for dogs (30-count or more). Use code: APO15. Apoquel is used at home to control itching associated with allergic dermatitis and atopic dermatitis in dogs at least 12 months old.
35% off the first Autoship of Hill’s Prescription Diet Derm Complete Dry Dog Food. Discount automatically applies and no code is required.
A veterinary prescription is required for Cytopoint, Apoquel and Hill’s Prescription Diet Derm Complete Dry Dog Food. Offers are subject to availability and other terms and restrictions available at point of purchase. Cytopoint and Apoquel are registered trademarks of Zoetis Services LLC. Hill’s Prescription Diet and Derm Complete are registered trademarks of Hill’s Pet Nutrition Inc.
Please call your local Thrive Pet Healthcare primary care hospital to inquire about offer participation.
To find a Thrive Pet Healthcare location near you, including primary, specialty, urgent and emergency veterinary care, visit
thrivepetcare.com.
