In physical chemistry and fluid mechanics, a non-Newtonian fluid is a fluid that does not follow Newton's law of viscosity, that is, it has variable viscosity dependent on stress. In particular, the viscosity of non-Newtonian fluids can change when subjected to force. Ketchup, for example, becomes runnier when shaken and is thus a non-Newtonian fluid. Many salt solutions and molten polymers are non-Newtonian fluids, as are many commonly found substances such as custard, toothpaste, starch suspensions, paint, blood, melted butter and shampoo.

Most commonly, the viscosity (the gradual deformation by shear or tensile stresses) of non-Newtonian fluids is dependent on shear rate or shear rate history. Some non-Newtonian fluids with shear-independent viscosity, however, still exhibit normal stress-differences or other non-Newtonian behavior. In a Newtonian fluid, the relation between the shear stress and the shear rate is linear, passing through the origin, the constant of proportionality being the coefficient of viscosity. In a non-Newtonian fluid, the relation between the shear stress and the shear rate is different. The fluid can even exhibit time-dependent viscosity. Therefore, a constant coefficient of viscosity cannot be defined.

Although the concept of viscosity is commonly used in fluid mechanics to characterize the shear properties of a fluid, it can be inadequate to describe non-Newtonian fluids. They are best studied through several other rheological properties that relate stress and strain rate tensors under many different flow conditions—such as oscillatory shear or extensional flow—which are measured using different devices or rheometers. The properties are better studied using tensor-valued constitutive equations, which are common in the field of continuum mechanics.

For non-Newtonian fluid's viscosity, there are pseudoplastic, plastic, and dilatant flows that are time-independent, and there are thixotropic and rheopectic flows that are time-dependent. Three well-known time-dependent non-newtonian fluids which can be identified by the defining authors are the Oldroyd-B model, Walters’ Liquid B and Williamson fluids.

Time-dependent self-similar analysis of the Ladyzenskaya-type model with a non-linear velocity dependent stress tensor was performed. No analytical solutions could be derived, but a rigorous mathematical existence theorem was given for the solution.

For time-independent non-Newtonian fluids the known analytic solutions are much broader.

The viscosity of a shear thickening – i.e. dilatant – fluid appears to increase when the shear rate increases. Corn starch suspended in water ("oobleck", see below) is a common example: when stirred slowly it looks milky, when stirred vigorously it feels like a very viscous liquid.

A familiar example of the opposite, a shear thinning fluid, or pseudoplastic fluid, is wall paint: The paint should flow readily off the brush when it is being applied to a surface but not drip excessively. Note that all thixotropic fluids are extremely shear thinning, but they are significantly time dependent, whereas the colloidal "shear thinning" fluids respond instantaneously to changes in shear rate. Thus, to avoid confusion, the latter classification is more clearly termed pseudoplastic.