My suggestions would be: 1. Change the shampoo you wash your dog with. 2.
Try a different dog food. We feed our Boxer (who are notoriously known for scratching) a Potato and Salmon formula and she doesn't scratch anymore. It is more expensive but if you love your dog, then you should consider it.
But as @promiscuous24 pointed out, talk to your vet first.
If your dog is itching really bad he may have allergies, dogs just like humans have allergies but it is best to take him to the vet to make sure. If your dog is itching at his ears there could be an infection in them or he may have ear mites, again take him to the vet to make sure, sometimes you can give them benydl which is an allergy medicine that humans take, it will help with all the itching or the vet may prescribe some cream that will help with his itching.
Your dog might have fleas. You can shampoo him to get rid of the fleas and then put on K9 Advantage or Frontline to prevent the fleas from coming back.
Check for fleas and ticks Change the shampoo Change the food Check for hot spots Dry or sensitive skin can be culprits for pets itching as well as ticks and fleas, but so can allergies.
You may be able to make a few changes that control your dog's itchiness, but first be sure he doesn't have fleas or ear mites. Even one flea can make a sensitive dog react strongly; if you don't see actual fleas you may find "flea dirt"--their excrement--that turns red if you touch it with a damp tissue or q-tip. Look inside his ears; if they have dark, waxy buildup inside he may have ear mites or allergies.It's best to let your vet clean your dog's ears out the first time so he can show you how to do it safely; dog's ear canals are L-shaped and it can be easy to push dirt and wax further down into the ear canal if it's done wrong.
If you don't see signs of fleas or ear mites then check his skin for signs of infection--reddened skin, sores, oozing or crusty patches, hair loss. If he shows signs of infection then it's best to take him to the vet for treatment since he may need an antibiotic. If all looks well but your dog is just extremely itchy, try these things to see if his condition improves: Buy a high-quality pet store dog chow.
The first ingredients on the labels should be meat, not corn or other grains. Some dogs have allergies to corn. I had a dog who had itch problems and earwax buildup (often a sign of allergy) that practically went away when I started feeding her a better quality food.
It does cost a bit more initially but can be fed in smaller amounts so it evens out in the long run. Don't bathe your dog any more often than absolutely necessary. Give him a dry bath to freshen him up and save the water bath for when he's truly disgusting!
Bathing a dog too often will dry out his skin, or increase the oiliness of a dog with oily skin problems. And be sure to use a mild shampoo and rinse, rinse, rinse! Soap residue can irritate the dog's skin and cause itchiness.
I'll leave you a few resources that may help you deal with your dog's itchiness problem, but please be sure to take your dog to a vet for an evaluation and treatment options if you see signs of ear infection or infected skin.
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