Lick Mats Market

Lick Mats Market 2024, Size and Trends:

The global lick mats market size was valued at USD 152.58 Million in 2024. Looking forward, IMARC Group estimates the market to reach USD 262.20 Million by 2033, exhibiting a CAGR of 5.70% from 2025-2033. North America currently dominates the lick mats market share by holding over 44.7% in 2024. The market in the region is driven by the growing demand for pet wellness, increasing awareness of mental stimulation benefits, rising adoption of pets, the convenience of cleaning, and the popularity of interactive feeding.

The global lick mats market demand is driven by increasing pet ownership worldwide, as pet owners seek engaging and enriching products for their pets. In addition, the rising awareness of pets’ mental and physical health encourages the use of lick mats as a tool for relaxation and stress relief, aiding the market growth. Moreover, the growing trend of natural and organic pet products drives a preference for lick mats made from safe materials, providing an impetus to the market. For instance, Mars Petcare launched its new brand of pet food for cats in Canada called SHEBA which included wet formulas in its SHEBA BISTRO, further reflecting the expanding market for high-quality, innovative pet products. Besides this, pet owners desire innovative, interactive feeding solutions, thus boosting the market demand. Also, the expansion of e-commerce platforms makes these products more accessible, which is strengthening the lick mats market share. Furthermore, the rising disposable income supports consumer spending on premium pet care products, thus impelling the market growth.

The United States dominates the lick mats market, accounting for a substantial 82.60% share. The demand in the region is driven by the increasing focus on pet wellness and mental stimulation, which encourages owners to use lick mats for stress reduction and boredom relief. In line with this, the rise in pet grooming and spa services enhances the lick mats market outlook, as lick mats are often used during these treatments. Concurrently, the shift toward sustainable and eco-friendly pet products drives the preference for environmentally conscious lick mats, contributing to the market expansion. Furthermore, the growing popularity of pet training tools fuels the demand for interactive feeding solutions, which is providing an impetus to the market. Also, continuous advancements in lick mat designs, catering to different pet needs are driving the lick mats market growth. Apart from this, social media and influencer marketing raise awareness, driving consumer interest in innovative pet products, and thereby propelling the market forward.

Lick Mats Market Trends:

Innovation in Design and Functionality

Ongoing innovations in designs and functionality are continuously transforming the lick mats market trends, as the options available to pet owners are virtually limitless in terms of design and additional options. One such trend is using multiple textural elements and patterns so that the pet’s owner can choose different experiences for their pet depending on what is suitable for them. Also, various companies are manufacturing lick mats with treats or peanut butter storage compartments to make feeding more enjoyable for pet animals. Additionally, products that are designed to cater to a certain breed of pets or their sizes are fueling the market demand. These innovations are directed toward the pet’s comfort and practicality. As a part of its ‘Animal Disease Control Programme’, the Ministry has planned to eradicate rabies from dogs by 2030. Such health-wise campaigns can contribute to improved pet adoption and hence a higher uptake of products related to pets. Besides this, the ease of cleaning mats or making them more durable is due to the increased trend of people looking for easy-to-use and long-lasting pet products, which is contributing to the market expansion.

Rising Emphasis on Sustainable and Environment-Friendly Materials

The increasing preference for sustainable and eco-friendly products is playing a pivotal role in driving market growth. There is a growing trend for the use of environmentally sensitive materials that include recycled plastics, nontoxic rubber, and biodegradable parts in manufacturing. For instance, the Central Institute of Petrochemicals Engineering & Technology (CIPET) held a conference titled “Advancement in Sustainable Materials for Energy and Environment DA-SMEE” in October 2023. This event was devoted to the topic of sustainable polymeric materials and their uses, particularly, the topic of substituting disposable plastics relevant to pet product creation. This trend fits with the changes that are currently taking place in the pet industry, the ability to reduce CO2 emissions, as well as focusing on the ecological storage and safety of material for animals and the environment. Furthermore, seeing consumers wake up to the effects of their actions on the environment, brands in the lick mats business that deal in sustainable products are on the rise since more and more pet owners are becoming conscious of the kind of products that they are offering their pets, thereby catalyzing the market growth.

Expansion of Online Retail and Direct-to-Consumer Channels

The expansion of e-commerce and direct-to-consumer (D2C) has emerged as a potent force in the lick mats market and gaining popularity among pet owners. As the demand for online shopping increases, most of the manufacturers, and retailers have turned their attention towards e-commerce, developed easy-to-navigate websites, and collaborated with large online market players. In confluence with this, marketing through social networks and cooperation with influencers are also increasing, enabling brands to expand their reach and develop a customer base. Apart from this, easy access to lick mats and well-detailed information on the product through the internet has played a role in persuading more pet owners to purchase lick mats online which is strengthening the lick mats market share. For instance, companies such as The Farmer’s Dog and Ollie use data that the pet owners feed them to determine what kind of food and portions to provide for the pets. Such a level of personalization increases loyalty, as pet owners appreciate the tailored care their animals receive. This personalization trend, while more common in the pet food sector, highlights the growing desire for bespoke services in the broader pet product market, including in the lick mats segment.

Lick Mats Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global lick mats market, along with forecasts at the global, regional, and country levels from 2025-2033. The market has been categorized based on animal type, product material, product size, and distribution channel.

Analysis by Animal Type:

• Dogs
• Cats
• Small Animals
  • Rabbits
  • Ferrets
  • Hamsters

Dogs hold the largest market share at 47.5%. Lick mats for dogs are a vast segment of pet products, as they are used as tools to help reduce anxiety, entertain dogs during their downtime, and make meals even more enjoyable. The use of interactive feeding tools and the growing concern for pet health increase this segment’s size. Lick mats are increasingly popular among dog owners due to their mental stimulation and enrichment benefits, helping dogs alleviate stress, anxiety, and boredom. The rise in pet adoption, along with a heightened focus on pet health and wellness, contributes to this market expansion. Additionally, as pet owners seek more convenient and effective ways to feed and entertain their dogs, lick mats are being recognized for their role in promoting slower eating and improving digestion. This trend is further fueled by increased awareness of pet behavioral issues and the desire for more interactive feeding solutions, positioning dogs as the dominant market segment for lick mats.

Analysis by Product Material:

• Polypropylene
• Silicone
• Acrylonitrile Butadiene Styrene
• Others

Polypropylene is the most popular material for lick mats because it is hard-wearing, pliable, and easy to wash. It is also light in weight, non-hazardous, and does not wear out easily, which has made it a preferred option for many people who own pets since it is cost-effective. The growing demand for cost-effective yet durable pet products, combined with rising pet ownership, has contributed to the strong market presence of polypropylene-based lick mats. Additionally, polypropylene's ability to withstand harsh cleaning processes, such as dishwasher use, has further fueled its popularity among pet owners seeking convenience. As pet health and wellness become a priority, the demand for slow-feeding products like lick mats has surged, driving continued growth in this segment. The cost-effectiveness and performance of polypropylene make it a leading material choice in the expanding lick mats market.

Analysis by Product Size:

• Small
• Medium
• Large

Small-sized lick mats cater to pets such as small dogs, puppies, and cats. They are designed for compact spaces and easy handling, offering an ideal solution for pets that require less surface area for licking while still providing sensory stimulation.

Medium-sized lick mats are versatile and suitable for medium-sized dogs adult cats and small animals while large lick mats are for large dogs. These mats provide a medium size surface for treats and interaction and thus are preferred in the care of several animals of different types.

Large lick mats are designed for bigger dogs and multi-pet households, providing ample space for treats and extensive licking activities. These mats are useful for larger pets as they provide them with more play time and much more engagement as compared to their norm.

Analysis by Distribution Channel:

• Online
  • E-commerce Websites
  • Company-owned Websites
• Offline
  • Veterinary Stores
  • Supermarkets/Hypermarkets
  • Specialty Stores
  • Others

Offline distribution channels account for the majority of the market share at 67.5%.

This channel includes lick mats include veterinary stores, supermarkets/hypermarkets, and specialty stores. Veterinary shops offer professional advice and target pets with special health issues while supermarkets and hypermarkets are easy to access and cheaper. Whereas specialty stores are dedicated to high-quality products and tend to offer consultations for those pet owners who are willing to buy complex care products. Their widespread presence ensures high-volume sales, especially in regions where convenience and affordability are prioritized. Conversely, specialty stores are gaining popularity for their emphasis on high-quality, premium products. These stores often offer personalized consultations, helping pet owners who are willing to invest in complex or tailored care products for their pets. The combination of expert advice, accessibility, and premium product offerings drives significant growth in offline channels, establishing them as key contributors to the lick mat market.

Regional Analysis:

• North America
  • United States
  • Canada
• Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Others
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
  • Others
• Latin America
  • Brazil
  • Mexico
  • Others
• Middle East and Africa

In 2024, North America leads the market, holding the largest share at 44.7%. The lick mats market demand in the region is surging due to customer awareness of pet health and the trend of pet-friendly products. As pet owners in the region are increasingly paying attention to their animal’s mental health, lick mats are beneficial as they help calm the animals, reduce their anxiety levels, and prevent boredom. In addition, the availability of safe, environmentally friendly, and non-toxic material is increasing due to increasing customer focus on sustainability. Besides this, the rising popularity of pet animals across the globe especially in the American and Canadian regions contributes to the growth of the market. Moreover, convenience and a variety of choices available online are the key factors that make e-commerce a key driver of this growth among pet owners. Furthermore, manufacturer-veterinary professional collaborations, in combination with increased awareness of the utility of lick mats, are contributing to market expansion, making North America a prominent segment in the global pet care market.

Key Regional Takeaways:

United States Down and Feather Market Analysis

The United States lick mats market is significantly growing due to the rising number of pet owners and better care for their pets. A growing concern for the psychological well-being of pets is also making pet owners want to buy products such as lick mats that ease anxiety and boredom in pets. Moreover, as pet owners are increasingly demanding better quality pet products, consumers are looking for products made from safe, non-toxic, and environmentally friendly materials. Also, due to the tendency of individualized pet care, lick mat designs have evolved to target certain breeds, sizes, or types of pets. For example, Sodapup added eight new lick mat designs to its range, which can be classified as easy, medium, or hard, all with nature-themed designs to improve pet engagement. The new designs target pet owners who want to challenge their pets or give them time to chew, lick, and nibble, which is beneficial to their health and fun for them. Furthermore, the market is growing due to the simplicity of purchasing these products online as most of them can be bought on websites. Lick mats have gained popularity through pet care influencers and social media marketing to create awareness and market the benefits of lick mats. These trends are assisting the United States to position itself as a market for this new and expanding pet product category.

Europe Lick Mats Market Analysis

The Europe lick mats market demand is expanding due to the growing trend of pet care and the growing demand for the pet toys market. Lick mats are being embraced by European pet owners who are now keen to ensure that their pets are mentally healthy and not stressed, anxious, or bored. It is also noteworthy that the requirements for natural and non-toxic materials are increasing, environmentally friendly products are being produced more actively, and consumers are increasingly choosing sustainable products. Also, an increased number of pet owners, especially in Germany, the UK, and France is a driving force for the growth of the market. This is an important factor because pet owners can easily order lick mats and the variety of available choices for them. In addition, rising demand for lick mats in the European market, manufacturers, and veterinary professional collaborations. Moreover, the growth of interest in the product among pet owners has driven this segment to become relatively new and fast-growing in the pet care industry.

Asia Pacific Lick Mats Market Analysis

The Asia Pacific lick mats market is experiencing significant growth driven by the escalating rate of pet adoption and growing knowledge of pet care. For instance, Chewy's Autoship program contributes to over 70% of its sales. In a similar vein, the Asia Pacific lick mats market is experiencing significant growth, driven by the escalating rate of pet adoption and a growing awareness of pet care. In countries like China, Japan, and India, pet owners are now seeking new products that can improve their pet’s cognitive abilities and minimize anxiety. Lick mats are also becoming more popular as more pet owners are discovering their effectiveness for calming and entertaining their pets in a very gentle way. Concurrently, the rising use of quality pet products and natural materials are trends that are driving the need for green, non-hazardous lick mats. Apart from this, the expansion of the e-commerce industry and social media presence are fueling the market demand in the region.

Latin America Lick Mats Market Analysis

The Latin American lick mats market is expanding due to the growing number of pet owners and improving knowledge of their pets’ needs, including psychological ones. Lick mats are increasingly popular among pet owners as a way of reducing stress, boredom, and anxiety in pets. The use of natural and non-hazardous products is also popular at the moment. Furthermore, due to the increase in e-commerce and social media presence, there is better market exposure of such products, supporting the market growth in the region.

Middle East and Africa Lick Mats Market Analysis

The Middle East and Africa lick mats market is witnessing gradual growth, driven by a rise in pet ownership and growing awareness of pet health. As more pet owners seek items that benefit cognition and decrease stress levels, lick mats are growing in popularity. There is consistent demand for natural and environmentally friendly materials. Furthermore, the growth in the online purchasing business all over the world and the impact of social media are also contributing to increasing awareness regarding these products throughout the region.

Competitive Landscape:

Market players in the lick mats industry are actively engaging in several key activities to maintain growth and meet consumer demand. One of the significant trends is differentiation, as manufacturers never cease to create new designs and functionalities of the product, for example, a lick mat with a changeable texture or an additional compartment for treats. In particular, there is an increasing trend of environmentally friendly and non-toxic materials used in pet products. There are also increased partnerships and collaborations with pet influencers or grooming salons which drive awareness of the brand. Also, some players have started diversifying by opening up e-commerce to cover direct sales channels. The marketing campaigns that focus on pet wellness and stress have emerged, which are in harmony with the growing trend of pet mental health.

The report provides a comprehensive analysis of the competitive landscape in the lick mats market with detailed profiles of all major companies.

Latest News and Developments:

• In March 2024, SodaPup, at the Global Pet Expo, revealed that the company plans to release five new lick mats, which will strengthen the company’s position in the market due to the availability of high-quality and durable products that improve pets’ activity and overall health.
• In July 2023, Hill’s Pet Nutrition introduced new MSC (Marine Stewardship Council) certified products featuring pollock and insect protein. These products are designed to address digestive and skin concerns and include essential nutrients such as vitamins, omega-3 fatty acids, and antioxidants.

Lick Mats Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the lick mats market from2019-2033
• The research study provides the latest information on the market drivers, challenges, and opportunities in the global lick mats market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• Porter's Five Forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the lick mats industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.