The effects of the non-Newtonian properties on the effective deformation rate, mixing and circulation times and flow behaviour have been investigated in the transition flow regime of mixing systems. Based on the equivalent Couette flow, three models are proposed and are shown to predict similar and drastic increases of the effective deformation rate with the impeller rotational speed in the transition regime. The predictions are shown to fit very well data obtained for various non-Newtonian fluids mixed with helical ribbon agitators, and with literature data for anchor, blade turbine and flat disc agitators. The elasticity along with shear-thinning properties appear to have slight effects on the dimensionless mixing and circulation times in the transition regime, whereas their effects in the laminar regime are quite drastic, as reported by others.