Persistence is one of the main determinants of the inflation dynamics in Brazil. It is especially important because it affects the cost of bringing inflation back to its target. In this work, we analyze the variation of inflation inertia in Brazil during the past decade. We present a desegregated view of inflation with a focus on market, tradables and non-tradables prices using autoregressive models and a hybrid New Keynesian Phillips curve. We add a credibility proxy to the traditional model to reduce the omitted-variable bias problem in our estimations. Our models reveal an increase of inflation inertia in all the investigated sectors throughout the past decade. We also find a reduction of inflation persistence in the last three years, especially on the non-tradables sector.