Dogs and cats like lick mats for a few reasons. First, lick mats can provide mental stimulation and entertainment for them. The repetitive licking motion can be soothing and calming for some pets and can help alleviate boredom and anxiety.

Secondly, licking the mat can also release endorphins, which can have a calming effect on your pet. This is similar to the way humans may feel after engaging in a relaxing activity or eating certain foods that stimulate the release of endorphins.

Finally, lick mats can also be a tasty treat for dogs and cats. Many lick mats are designed to hold food, which can provide a delicious and satisfying experience for your pet.

Overall, lick mats can be a great way to keep your dog or cat entertained and mentally stimulated, while also providing a tasty treat. It's important to supervise your pet while they are using a lick mat to ensure that they do not chew or swallow any parts of the mat, which could pose a choking hazard.