A **non-Newtonian fluid** is a fluid that does not follow Newton's law of viscosity, i.e., constant viscosity independent of stress. In non-Newtonian fluids, viscosity can change when under force to either more liquid or more solid. 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,^{[1]} honey,^{[1]} toothpaste, starch suspensions, corn starch, 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 conditionsâ€”such as oscillatory shear or extensional flowâ€”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.