TO OP-i was thinking my Dudley (doing the same thing) was b/c of a reaction to something. Like most have replied, AFTER BATHS, Dudley does this almost daily. I noticed alot after comming in from being outside. He does it also when i wash his face/eye.
So I'm thinking maybe it's his way of drying himself off
I was ready to change foods AGAIN b/c of this behavior....I really don't know...