Various factors are involved in wheat end-use quality. Besides protein contents, genotypes related to gluten viscoelasticity (Glu-1/Glu-3), starch viscosity (Wx-1), damaged starch content (grain hardness, Pina-D1/Pinb-D1) and dough discoloration (PPO activity, Ppo-1) are critical attributes determining various end-use quality. To clarify breeding targets for end-uses, ideotypes for each end-use are proposed based on the combination of Glu-1, Wx-1, Pins and Ppo-1 genotypes. The ideotype for pullman type bread should consists of strong gluten (Glu-D1d/Glu-B3h etc.), wild-type Wx-1 and hard grain (Pinb-D1b etc.) genotypes. The ideotype of white salted noodle should consist of medium gluten strength (Glu-D1a/Glu-B3i etc.), single or double-null-type Wx-1 (Wx-B1b or Wx-A1b/Wx-B1b), less damaged starch (wild-type Pins), and low PPO activity (Ppo-A1b/Ppo-D1a). The double-null type Wx-1 brings very soft and springy texture to noodle, which are suitable for Japanese udon noodle. Partial-null type Glu-1/Glu-3 genotypes (Glu-A1c/Glu-B3ae etc.) having weak gluten strength, wild-type Wx-1, soft grain and low PPO activity genotypes should be an ideotype for cake and cookies. Genotypes related to gluten strength, grain hardness, and dough discoloration are critical determinant for end-use products. Since the Wx-1 genotypes change the texture (softness and springiness) of end-use products, selecting Wx-1 ideotypes depend on food types and trends in each country and region. Sharing ideotypes among cultivars for the same end-uses should help blending them to secure stable wheat supply while maintaining end-use quality.