Dogs don't need snufflemats, they need exercise

"Dogs don't need snufflemats, they need exercise" 😡😤

I recently saw a TikTok video pop up on my FYP (not sure who the creator was — I don't follow them) and, I’ll be honest, it really got under my skin. So much so that I threw together a quick Instagram story in response. But I wanted to unpack it a bit more here and explain why I found the message so frustrating.

The video in question was a gorgeous montage of a collie being walked through stunning landscapes in perfect weather. Think glowing golden hour lighting, sweeping views, a dog behaving impeccably, and trending background music playing. It was captioned: “This is why I hate snufflemats.”

The video and the corresponding comments made it clear: the takeaway was that dogs should be exercised rigorously in nature; that snufflemats are a lazy gimmick — the canine equivalent of feeding your dog ultra-processed junk. The implication? If you're not doing long, scenic hikes daily, you're doing dog ownership wrong.

Here’s why that kind of messaging really grinds my gears:

Shaming people isn’t helpful.

Content like this often leans on shame as a motivator, and it gives me the absolute ick. Most people are doing their best for their dogs with the time, energy and resources they have. They don’t need an influencer with an Instagram lifestyle to judge how they care for their dog. I also believe using shame as a tactic to change behaviour is ineffective as well as insidious - how many of us, when faced with judgement from others, have suppressed our behaviour, and resisted the pressure to change? I know I have.

It’s a false dichotomy.

This idea that it’s either long walks or snufflemats is nonsense. It’s not one or the other. It’s both! Physical exercise is usually the need dog guardians understand best — but it's the other needs (sniffing, digging, chewing, licking, foraging etc) that need more understanding.

It completely misses the point of snufflemats.

They’re not a replacement for walks — they’re one tool in a varied enrichment toolkit. They’re brilliant for dogs recovering from injury, senior dogs, young puppies, dogs who need to reset after a stressful trigger, or even just for a quick distraction at home during stressful situations like storms or DIY around the house. There are countless situations where a snufflemat is is the ideal choice of activity for your dog.

It's giving privilege.

The idea that the only “proper” dog care is hiking remote beaches and mountain trails is completely out of touch. Very few people lead a lifestyle where this is routinely possible. If you live in an urban environment and work full-time, most people simply won't have the time to drive out to the countryside and walk their dog for several hours in the morning before their commute. Add to it childcare or other caring responsibilities, disability or low or stretched income, it simply is not attainable for most people to exercise their dogs routinely like this. A walk in your local park, a sniffari around an industrial estate, or hiring an exercise field for an hour will be of just as much benefit to your dog - they don't care about the views or how the background looks on social media, they care about spending time with their human in a way that lets them explore their environment and engage in natural behaviours like sniffing, digging and moving their body.

It’s a one-size-fits-all mentality.

Not every dog wants or needs that level of physical exertion. It might not suit small breeds, senior dogs, or those with joint issues — and overexercise can cause as many problems as underexercise. As always, the needs of the individual dog should come first.

And finally — exercise isn’t the whole picture.

Physical activity alone doesn’t equal a fulfilled dog. If all you’re doing is trying to “tire them out,” you’re likely just building an athlete with unmet needs. Enrichment — sniffing, foraging, problem-solving, chewing — helps your dog feel calm, satisfied and able to switch off. That’s the goal.

So, my advice?

Don’t let someone with the latest iPhone, a Canva account and a viral video make you feel bad. Likes, views and carefully edited videos don’t make someone an expert. If you’re providing your dog with varied, thoughtful enrichment — including snufflemats and walks — you’re already doing a fantastic job.

If you’re feeling unsure about what your dog really needs to feel fulfilled, you don’t have to figure it out alone. Contact me for a free, supportive, non-judgemental chat about how I can help!